Dentsu Aegis rebrands Mitchell & Partners Brisbane as Carat

Luke Littlefield Aegis

Luke Littlefield

Dentsu Aegis has rebranded the Brisbane office of Mitchell & Partners as Carat, with CEO Luke Littlefield saying the integration of the Dentsu group is now complete.

The merger between the two companies was completed last year, with the retirement of the doyenne of Australian media buying Harold Mitchell, formerly chairman of Aegis in Australia, to shufle clients and make Carat one of the biggest agencies in the country,

The Queensland division of Carat to be headed by Gabriela Merrick, who was general manager of Mitchells in the state.

Speaking to Mumbrella, Littlefield said: “Some of (our objectives) were around making those international brands, such as Carat, number one in the market and so we’ve reorganised clients that we believe fit with that — in terms of staff, brand, cross-media, digital, creative and others. This is not just media it is across digital, creative, etc.”

“That particular program is now complete and we are now Dentsu Aegis network in Australia and New Zealand.”

In recent times, and following Aegis’  2010 acquisition of Mitchell Communication Group, the group has been placing more focus on international Aegis brands moving staff and clients into Carat and Vizeum.

Simon Ryan

Simon Ryan and Gabriela Merrick

The launch of a Brisbane office sees Carat become a national agency taking over clients from Mitchells Queensland including Super Retail Group, Tatts Group, Super A-Mart, CUA and Flight Centre, as well as the recently won Gourmet Garden.

Simon Ryan, CEO of Carat Australia & New Zealand, said in a statement: “At Carat we are focused on our mission to redefine media – to do more than simply deliver media value for our clients, to build business value for our clients through media. We’re pleased to now be able to do this on a national scale, with a team experienced in the Brisbane market and under Gab’s leadership.”

“Gab comes to the role after 11 years with our group, most recently as general manager of Mitchells Queensland. She is known and respected throughout the Queensland industry and will be an integral part of Carat’s national executive team moving forward.”

Littlefield said the changes were important in making Carat a media agency with more than a billion dollars in billings.

“The opening of a Brisbane office is the latest in a series of significant achievements for Carat that have led to its strengthened market position and Australia’s newest $1 billion agency,” he said.

“With an experienced and skilled national leadership team in place under Simon’s management, we are confident in Carat’s ability to continue to grow and to cement its leading position in Australia and New Zealand.”

Merrick said: “Our people are excited to become part of Carat’s global network after a lengthy induction into the Carat way of working over the past few months, and I am proud to be at the helm of the agency’s launch in the Queensland market. Our clients will continue to have the benefit of our team’s local knowledge, with the added resources of Carat throughout Australia and more broadly around the world.”

Carat has had a number of wins lately including Mastercard, Sara Lee and L’Oreal, as well as being reappointed by long-term client Mondelez. It is currently defending the Woolworths account.

Nic Christensen 


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