Dentsu ANZ consolidates Isobar as staff join Merkle and new brand BWM Isobar

Merkle Australia is now Dentsu Group’s lead CXM brand as part of the ongoing “simplification” of its Australian capabilities base, with the latest move meaning Isobar will no longer exist as a standalone entity.

The Isobar name will instead be folded into creative agency BWM Dentsu to create ‘BWM Isobar’, with Isobar’s creative staff to join the new brand as CX staff shift across to Merkle. No roles are expected to be cut as a result of the moves Mumbrella understands.

The latest changes follow significant consolidation of operations at the group in January which saw Amicus Digital, Davanti Australia, DWA and Gyro brought together as part of Merkle Australia.

At that time, Isobar still appeared to be part of the holding group’s long-term plans in Australia, with data-driven customer experience consultancy Accordant integrated into the Isobar brand.

Dentsu ANZ CEO Angela Tangas

With Merkle Australia now becoming its lead CXM proposition, Dentsu said it will now bring together data transformation, digital transformation, and CX consulting under one banner.

CEO Angela Tangas said the shift away from Isobar would go further to ensuring there is “no disconnect” between promises and experiences.

“We have world-class talent in our local business, and we need to have our people and capabilities in the right place to deliver meaningful progress and outcomes for our clients to ensure there is no disconnect between what their brands promise and what a customer, community, or employee experiences,” she said.

“Through data, design and technology alliances across Adobe, Salesforce, Sitecore, Google and Amazon Web Services, we will empower brands to deliver not only truly differentiated customer experiences, but also differentiated user and employee experiences as one total experience solution for Australia.”

Merkle becomes Dentsu’s lead CXM agency, with Isobar staff coming across

Tangas also revealed that Dentsu will soon begin serving global Dentsu creative accounts at a local level under the Dentsu Mcgarrybowen (DentsuMB) brand.

“Under the combined BWM Isobar brand, we’re bringing the best together: BWM’s long heritage and success in brand strategy and creative communications, with a focus on best-in-class global digital product; and Isobar’s world-leading innovation and service design.

“We will also be strongly leveraging our global Dentsu Mcgarrybowen (DentsuMB) brand in the Australian market moving forward. DentsuMB is internationally recognised as a leader in its field, and global Dentsu accounts will be served by our local creative team under DentsuMB.”

“These very positive changes represent an exciting new phase for our business and further growth of our talent for the maximum advantage of clients and their customers.”

Isobar has existed in Australia as a single brand since 2013 when Visual Jazz Isobar rebranded its operations.

In 2015, DentsuAegis merged Vivid Group into Isobar, and in 2018 Soap Creative was merged with Isobar, retaining the Isobar name. A year later, Dentsu merged With Collective and Isobar.


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.