Media agency Dentsu Mitchell has rebranded to dentsu X, dropping the Mitchell name which has been an icon of the Australian media industry for more than 40 years.
The move follows a global network rebrand from Dentsu Media to dentsu X announced in June.
Mitchell & Partners was rebranded to Dentsu Mitchell in 2015
Formerly known as Mitchell & Partners, the agency was founded in 1976 by the current executive chairman of Free TV, Harold Mitchell, who retired from the firm in June of 2013.
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Mitchell retired from the agency in 2013.
Following Mitchell’s retirement, the parent company reshuffled the agency’s client relationships and renamed the company Mitchells.
The agency focused on Australian brands while international clients were moved to Carat – one of Dentsu Aegis Network’s other agencies.
Nearly two years after the takeover of parent company Aegis by Dentsu, the agency was rebranded to Dentsu Mitchell.
At the time, Dentsu Mitchell’s managing director Adrian Roeling – who was recently appointed Amplifi president – said the company did not, at that stage, have plans to drop Mitchell’s name.
“Mitchells is really important part of our brand. Our name in the market is Dentsu Mitchell not Dentsu Media and that’s really important for a number of reasons,” Roeling told Mumbrella at the time.
“It is to tip our hat to Harold, to our history in the market – we have great partnerships within the market – it’s also to talk to our understanding in the market and our focus on Australian clients.”
He noted the rebrand would help Australian clients who were looking to expand in the region.