Chris Ernst and Rob Harvey. Credit: dentsu
Dentsu has collapsed its Australian media business into a single unified proposition, ending the separate operation of its Carat and iProspect brands locally.
Global clients will still be able to access Carat and iProspect as needed, but all local business will now operate under the dentsu name.
The change takes effect in phases over the coming months.
Rob Harvey, chief executive officer of dentsu ANZ, said the restructure was designed to sharpen accountability and scale.
"This is a confident, strategic decision, driven by a belief that a simpler, more focused business is a stronger one,” he said.
“Uniting our media capability under a single brand creates clearer accountability, greater scale and a more compelling proposition for clients. It's the right structure for where dentsu is heading, and the right move for the Australian market."
Under the new model, a single managing director will lead each state, all reporting to Chris Ernst, chief practice officer, media.
Richard Lehocz has been appointed managing director, media for Victoria. A search is underway for his New South Wales counterpart.
Ernst said the model was aimed at lifting speed and collaboration.
"This move shapes the future of our agency and creates growth opportunities for all those who intersect with it, from our people, our partners and our industry,” he said.
“Under this model we will move faster, collaborate more effectively and deliver better outcomes in each market. We have remarkable people and capability across the business, and I'm excited to see them thrive under this new direction.”
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