Amplifi’s Adrian Roeling becomes managing partner of Hatched Media

The former president of Denstu Aegis Network’s (DAN) media investment division Amplifi, Adrian Roeling, has resurfaced at independent media agency Hatched Media, Mumbrella can reveal.

Roeling left DAN as part of a series of high-profile departures under new CEO Henry Tajer in May. 

Roeling began his new role yesterday

Roeling had been promoted to the Amplifi president role in 2017 from his position as managing director at Dentsu Mitchell (now known as Dentsu X).

In a series of sweeping changes under Tajer, Amplifi’s head of programmatic, Luke Manley, has also departed, and chief investment officer Ashley Earnshaw became managing director of DAN’s media agency Vizeum following the departure of Stephen Deane.

Michael Bass – who has spent time as IPG Mediabrands’ general manager of investment, and Ten’s negotiations manager – then came on board to replace Earnshaw as chief investment officer of Amplifi.

In response to confusion around the future of Amplifi, and claims it was disappearing back into DAN’s existing media agencies, a DAN spokesperson said it is just Amplifi’s investment and solutions capability that will be reintegrated back into the group’s media agency brands.

Roeling, now out of DAN, will join Hatched Media’s leadership team, with founder and managing director, Jack Byrne, saying the new recruit is one of the most respected operators in the business.

“Adrian is one of the most respected people in our industry due to his broad experience, smarts and engrained ethics,” said Byrne. “With more than 20 years of media, marketing and advertising experience, here and overseas, he is absolutely the right person to assist our clients achieve the levels of accelerated growth they need to succeed, of which our ultimate success is also attached.”

Despite proclaiming Hatched had experienced another year of growth, Byrne said the market isn’t offering up easy conditions, so agencies needed the right people to succeed.

Byrne: The market is getting harder by the day 

“Adrian will join the leadership team as managing partner as we continue to focus on our non-stop ambition to provide our clients with market-leading capability, agile delivery, transparency, and clear strategies towards delivering growth for our clients in an environment getting harder by the day.”

Roeling said there was no place he’d rather be.

“Jack, Stephen [Fisher], Virginia [Scully], Lucy [Seward], and the team have built a great business, one that is truly committed to driving better outcomes for its people, clients and communities in which they operate,” he said.

“They care about the business, and invest in it accordingly, [and] as a result they have very quickly built trusted partnerships with clients, the media, and a happy, well-resourced and engaged team.

“There is truly no place I would rather be, and I can’t wait to get stuck in.”

Last week, Rebecca Den Braber came on board as Hatched Media’s head of digital, data and technology.

Admatic’s Den Braber joined Hatched last week

Roeling joins her as well as current managing partner (and former general manager), Stephen Fisher; people and culture director Virginia Scully, founder and managing director Byrne; finance director Craig Fussel; and strategy director Lucy Seward; as the media agency’s new-look leadership team.

Hatched’s clients include Open Universities Australia, the Adelaide Crows, Boost Juice, Village Cinemas and Cbus Properties.


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