Brett Elliott.
Multicultural outdoor media group MCO has appointed Brett Elliott, formerly of dentsu and UM, managing director.
The newly created role strengthens MCO's leadership team as the business accelerates its national growth and builds awareness of multicultural media among brands, agencies and government.
Founder Ronnie Navani remains CEO. Elliott will oversee day-to-day management of the business and help drive commercial growth, partnerships and national network expansion.
Elliott brings more than two decades of senior media leadership experience across some of the industry's largest agency networks.
He spent seven years as managing director of UM's government practice, leading the federal government's national media account, before joining dentsu as COO.
Since launching in 2024, the MCO network has expanded to more than 250 digital screens inside Chinese, Indian, Vietnamese and Arabic supermarkets and retail environments.
With an established presence across NSW and Victoria, MCO is now growing its footprint in Queensland, South Australia and Western Australia.
Elliott said multicultural audiences could no longer be treated as an extension of a mainstream media plan.
"Multicultural Australia is not a niche audience. It is a substantial and growing part of our population, and integral to our economy and our national identity," he said.
"MCO has created something genuinely category-defining: a purpose-built media network combining cultural sensitivity, precision and national scale.
“My focus will be on building that scale, strengthening our industry partnerships and helping more advertisers recognise the role multicultural out-of-home media can play in delivering meaningful and measurable connections."
Founder and CEO Ronnie Navani said Elliott's appointment represented an important investment in the business's next stage of growth.
"MCO began with a clear belief: multicultural communities deserve to be seen, heard and communicated with in ways that are relevant to them," Navani said.
"We have taken that belief from an idea to a rapidly growing national network. Brett's appointment gives the business the additional leadership experience and commercial capability to build on that momentum without losing the purpose that sits at the heart of the business.”
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