Heritage media agency Mitchells to become Dentsu Mitchell

Sarah Homewood
By Sarah Homewood | 1 July 2015
Chief executive officer, Kenny Stewart and managing director, Adrian Roeling.

Dentsu Aegis has rebranded heritage media agency Mitchells, to Dentsu Mitchell in a move it says brings together two of Asia Pacific’s most iconic media brands as well as launching the Dentsu Media brand in Australia.

The agency will be led by chief executive officer Kenny Stewart, and managing director Adrian Roeling.

The rebrand goes live as of today and will involve Mitchells’ four offices in Melbourne, Canberra, Sydney and Perth. Dentsu Mitchell have more than 110 staff nationally. Globally, Dentsu Media operates in 15 markets with 24 offices across Asia, Russia, Northern America and now Australia.

Dentsu Aegis Network ANZ CEO Luke Littlefield said 'Mitchells’ strong brand heritage and success in this market is the perfect platform to launch the Dentsu Media brand in Australia.

“The launch of Dentsu Mitchell in Australia is a great evolution of the Mitchells brand and for the Dentsu Aegis Network more broadly as we continue to align our operations and focus on the establishment and growth of prominent global brands.”

The launch of Dentsu Mitchell in Australia will see existing clients not only having new found global scale, but the new alliance may see global clients of the agency shift allegiances in this market.

Kenny Stewart, CEO of Dentsu Mitchell, said: “It [the partnership] evolves and establishes an innovative agency entity that is respected for its clout, reputation for client tenure and its understanding of Australian consumers. It will leverage the considerable technology, innovation, global partnership resources and the regional client relationships of Dentsu here in Australia. Dentsu Mitchell will be innovating how brands connect with Australia.”

The news comes as the agency group closed its full-service agency Huckleberry, with the decision taken just days after it lost its $14.5 million benchmark client Medibank to stablemate Carat.

Mitchells’ teams in Melbourne, Sydney, Canberra and Perth will remain in their current office locations.

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