Dentsu's Huckleberry to close

James McGrath and Pippa Chambers
Credit: Ben Schumin

Dentsu Aegis full-service agency Huckleberry will close, with the decision taken just days after it lost its $14.5 million benchmark client Medibank to stablemate Carat.

However, it has attributed the closure to the acquisition of BWM, and of Soap Creative, and a review of Huckleberry stemming from the acquisitions.

It had previously lost ME Bank to Initiative in January.

“The Dentsu Aegis Network has conducted a strategic review of Huckleberry agency.  As a result of this review and with discussions with clients and staff underway, it is expected that Huckleberry agency will discontinue its operations in 2015,” a spokesperson said.

It still has clients such as 7-Eleven and Baker's Delight on the books. It is unclear what the fate of these accounts would be, but it is likely they would be moved to other agencies within the Dentsu Aegis stable.

“Discussions are underway and will continue to take place with all clients and staff with a view to retaining all within the Dentsu Aegis Network," the spokesperson said, saying that the agency had 60 staff.

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