Dentsu collapses Australian media brands into single agency model

Dentsu is overhauling its Australian media operations, collapsing its local agency brands into a single unified dentsu model as holding groups continue to simplify structures and respond to changing client demands.

Under the restructure, local media business previously operating across brands including Carat and iProspect will now be serviced under the dentsu banner, while the global agency brands will continue to be activated for international and regional clients where required.

The move reflects growing pressure across the agency sector for clearer accountability, integrated services and simplified operating models as clients increasingly look to consolidate agency relationships.

Dentsu ANZ CEO Rob Harvey described the shift as a deliberate structural reset for the business.

“This is a confident, strategic decision, driven by a belief that a simpler, more focused business is a stronger one,” Harvey said.

“Uniting our media capability under a single brand creates clearer accountability, greater scale and a more compelling proposition for clients.”

The new structure will see dentsu’s media capability operate under a single managing director in each state, all reporting into chief practice officer for media Chris Ernst.

As part of the changes, Richard Lehocz has been appointed managing director of media for Victoria, overseeing the group’s end-to-end media services in the state. Dentsu is also recruiting for a new managing director of media in New South Wales.

Ernst said the new model is designed to create greater collaboration and speed across the business.

“Under this model we will move faster, collaborate more effectively and deliver better outcomes in each market,” he said.

The restructure is specific to Australia and will roll out progressively over the coming months.

The move comes amid broader shifts across the global agency sector, as holding companies increasingly rethink legacy agency structures in favour of integrated operating models designed around data, technology, media and client simplicity.