CHE Proximity teases rebrand ahead of ‘new agency model’ launch

Clemenger Group agency CHE Proximity has undergone a rebrand ahead of what the agency teased as launching a “new agency model in Australian advertising” next week.

Mumbrella understands that further details will follow mid-next week. Potential avenues may include a name change for the agency, colloquially known as CHEP.

Chief executive officer Justin Hind reshared the company’s post on LinkedIn, stating that there are “exciting times ahead”.

A rebrand to CHEP would see the agency identities of former agencies CHE (Clemenger Harvie Edge) and (Clemenger) Proximity come together formally. The agencies merged in 2012, creating CHE Proximity.

Clemenger Group did not confirm the name change at this stage.

With one of Australia’s largest full-service offerings, it is unclear as to what the new agency model will be, and whether due to the wording of the post, the model already exists in other markets.

The proposed new model comes following a disruptive two years for the agency, which kicked off with 35 staff being made redundant in May 2020, due to “impacts on clients”.

Hind was appointed as CEO of the agency in December 2020 ahead of Chris Howatson’s departure to start up his own agency – Howatson + White – later rebranded to Howatson + Company after his founding partner left the agency.

The old CHEP logo



During this period, Cam Hoelter was also appointed ECD of the agency following Wesley Hawes’ departure, however left after just six months. Justin Ruben was later appointed as the new ECD. 

CHEP chief strategy officer and Sydney managing director, David Halter, was also revealed last week to be leaving the business to join Dentsu as chief strategy and growth officer. 

Hind co-founded With Collective with Dominique Hind in 2011. The agency was bought by the Dentsu Aegis Network in September 2016. Eight months later With Collective was brought into the Isobar group and merged with Isobar. Last year, both CEO Justin Hind and COO Dominique Hind’s departure.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.