Australian ad agency Mitchell & Partners (Mitchells) has been rebranded to Dentsu Mitchell Media. The move merges the two media brands while also commencing the launch of the Dentsu media brand in Australia.
The launch of Dentsu Mitchell Media will extend Dentsu Aegis Network's influence into the third largest media market in Asia Pacific, while also enabling the agency's Asian clients to easily access the Australian market, and vice versa.
The new brand will be helmed by CEO Kenny Stewart and managing director Adrian Roeling with immediate effect. Though Mitchells' existing teams will remain in their current location, the staff of the new brand will now number over 110 people nationally. In Australia, the rebrand will instantly impact Mitchells' four offices in Melbourne, Canberra, Sydney and Perth.
On a global scale, Dentsu media runs operations for a total of 15 markets through 24 offices across Asia, Russia, Northern America and now Australia.
“The rebrand of Mitchell & Partners to Dentsu Mitchell Media marks the further growth of Dentsu media in Asia Pacific," Hiroaki Charlie Sano, executive officer of Dentsu Incorporation said.
The CEO of Dentsu Aegis Network Asia Pacific, Nick Waters (pictured), echoed the message of growth in the APAC region. He said, “Since acquiring Mitchell Communication Group in late 2010 we have steadily aligned agencies within our Australian group to our global network agency brands. This re-brand of Mitchell & Partners represents another step in that process, and launches the Dentsu media agency into the Australian market. Having invested in BWM earlier in the year to create BWM Dentsu we now have strong Dentsu creative and media propositions in the market, giving further choice to regional and national clients.”