Dentsu Aegis Network launches platform for brands and independent agencies to buy media directly

Dentsu Aegis Network has launched InvestDirect@DAN, a dedicated service to support independent agencies and clients to book media directly with CEO Simon Ryan aiming for it to be a $250m business by the end of next year.

The service has publicly launched after partnering with a number of independent media agencies over the past month and claims $150m in annual billings.

Simon Ryan, Dentsu Aegis Network’s ANZ CEO: “We would see that growing to be $250m in about 12 months”

“If you look at the total advertising market, you’re talking somewhere [around] $14bn. Somewhere between $14bn and $16bn total ad spend in Australia right now,” Ryan told Mumbrella.

“If you look at the agency sector, it’s $8bn or $9bn of that which means there’s a lot of clients out there which needs assistance or help in managing their media and buying needs and help independent agencies get the full benefits of wider groups’ tools, resources, back-end services, thinking and strategy when they need it,” he said.

“We’ve been busy working on it for the last three or four months. We’ve been in contact with a lot of direct advertisers as well as agency groups. Currently it’s been about $150m to $160m of business we’ve been able to attract in the last three or four months.

“We would see that growing to be $250m in about 12 months and then our plan is to grow that out to somewhere between $300m and $400m in 12 to 18 months. It’s a big focus of growth for us.”

DAN’s move comes as a number of brands bring some of their media functions in-house. In May, Carlton and United Breweries launched its own digital agency, Speakeasy Studios.

HCF also brought its digital media in-house last year amid growing transparency issues. The CMO of the brand at the time, Jenny Williams, said brands were doing so to ensure control and transparency, and because they understood their own brands better.

Mumbrella understands one of the groups InvestDirect@DAN has been working with is Swisse Wellness’ in-house agency, Noisy Beast.

The new service provides specialist services for independent agencies to manage in-house media programs giving access to planning tools, training, financial systems and specialist communication capability through the Dentsu Aegis Network.

InvestDirect@DAN currently has around a dozen staff, Ryan told Mumbrella, with the group planning on appointing an executive to head the division in the near future.


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.