Dentsu has launched its Amplifi unit in Australia with Matthew Crook at the helm. The move brings all the investment side of Dentsu's businesses under one roof as the Japanese conglomerate looks to cut deals on a global scale.
Amplifi operates across investment, global media partnerships and programmatic buying (Amnet) and exists to bring together all investment functions. Locally all media agencies will report into Amplifi, as will Dentsu search and performance agencies iProspect and Columbus.
The launch is about “working collaboratively with our media, technology and infrastructure partners,” said Crook. Globalisation and convergence are critical factors in delivering communications solutions, and Amplifi allows us to leverage the strength of the network’s global partnerships along with enhancing the depth of local relationships to deliver value for clients in the convergent media world.”
“I’m delighted to lead the Amplifi team and to bring this offering to our clients and partners in Australia. With in excess of 45 staff within Amplifi and our programmatic team at Amnet we have identified the division as a vital area for talent investment as it will be a critical component of our network this year and beyond.”
Alex Pekish has been promoted to head of investment for Amplifi across all media, with specialist teams across the different media streams of screens, OOH and print, and digital reporting to him.
Sophie Fletcher, formerly responsible for Dentsu Aegis Network’s digital investment, has been promoted to head of convergence and operations, with responsibilities including the group’s systems integration and reporting, and managing media research and infrastructure partners. Kerry Fyans has been appointed as head of global and ANZ Partnerships within Amplifi.
Crook reports in to Dentsu Aegis Network ANZ CEO Luke Littlefield.
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