Dentsu’s changes continue as iProspect CEO Ollie Rapson resigns to run winery
Dentsu media agency iProspect’s CEO, Ollie Rapson has resigned from the agency just a month after the holding group appointed Danny Bass as its new Dentsu Media boss, Mumbrella can reveal.
He is now leaving the industry to focus his time entirely on his winery, Lyons Will Estate in the Macedon Ranges in Victoria alongside his partner, Renata. He will finish up at the agency on 31 October.
Rapson and his wife, Renata
“I’ve decided to pull the plug and take the plunge,” Rapson told Mumbrella. “The timing’s just perfect. Renata and I have been working on this for 10 years on the side, and she has also now quit her job as well.”
“The wine industry is quite an interesting place. It’s very complicated and very complex, and I feel I could use my expertise quite well in that space, and its one that excites me. So yeah, obviously it’s daunting, but excited equally.”
Rapson has been CEO of iProspect since 2019 and led the agency through its transformation last year from a performance-specific agency, to shifting its brand proposition and new capabilities to become a digital-led ‘end-to-end’ media agency.
This came after Dentsu merged Vizium into iProspect in 2020, in what was described as “further simplification of its media business”, part of a wider trend for the business which has seen its brands significantly reduced in recent years. Dentsu initially made its move into the Australian market in 2011 with the acquisition of digital marketing agency Steak Australia, which Rapson ran. In 2014, Rapson became general manager of iProspect.
Danny Bass, CEO of Dentsu Media told Mumbrella: “After 13 years, Ollie has decided to leave his role at iProspect, turning his hand to building his family business, Lyons Will Estate, alongside his wife. While we are very sad to see Ollie go, we are excited to see what he can achieve growing the Lyons Will Estate brand.”
“Ollie has done a phenomenal job growing iProspect and leaves it behind in a strong position for growth with an excellent leadership team in place.”
A PR release from Dentsu raised eyebrows following the departure of Sue Squillace in July when it mentioned that “in the interim, iProspect will continue to be managed” by Rapson.
Some of the iPro leadership team last year. L-R: Ken Lam, Sam Cousins, Oliver Rapson, Tess Eastcott, Marcelle Gomez
All three agencies are now without CEOs following Squillace’s departure, and Daniel Isaac the last permanent CEO of DentsuX. It is understood that a search for a replacement at iProspect is underway.
Squillace told Mumbrella in May that Dentsu was on the hunt for a new Carat CEO after her remit was expanded to the group role last year, however, she left before a replacement was found.
Mumbrella understands that the agency brands, including Carat will continue to be run by the regional leads, but that the possibility of senior appointments is not off the cards.
Rapson said he is happy with the health he is leaving iProspect in. “It has never been in such a strong situation. It has a great market leading position, it has some great people, it’s got a great product.
He added that while different, the approach iProspect takes is “really resonating with clients at the moment”, particularly in a post-pandemic environment, adding in pre-inflationary measures and challenges.
“It talks to that the whole thing between performance and brand and the interactivity where it’s neither one or the other, but it’s a combined view and a combined media plan that sort of addresses return investment as well as reach and frequency.”
“Look, it’s not rocket science, so I’m not preaching into anything different to you, but I think the way that iProspect is putting themselves out there is really nailing it.”
Rapson said that he “probably wouldn’t have done” this move, if he didn’t feel like the team was complete and “ready to go to the next level”, which he is looking forward to seeing.
Danny Bass also previously left the industry for a change of scenery
On a future return to media agency land, like Bass now has after departing to run his Berry Hill Farm retreat, he said all he is focused on is giving this project “a red hot crack”, and if it works out, he will be staying at Lyons Will.
“I would never not consider it in the future [a return to agency land], but I think for now I just need some difference of change. Never say never though right, you never close the door on something. But hopefully Lyons will be supremely successful and I won’t have to worry about it!”
And for Bass, he added that his own experience adds a layer of understanding to the decision Rapson has made.
“We are incredibly supportive of Ollie as he goes on this new adventure, and for me, as someone who also has left agency land to run my own farm, I wish him the very best of luck and can appreciate the calling and I know we’ll be trading tips and stories on the challenges of running a hospitality business during COVID and a La Nina. And if Ollie ever decides to return to media world, he will always be welcome back at Dentsu.”
It has already been a big year of change for Dentsu, and not just for its media business with new national leads in Kirsty Muddle at Dentsu Creative, and John Riccio at Merkle, alongside Bass at Dentsu Media. There is still no word on the appointment of Tangas’ successor as group CEO, as the search is still ongoing, Mumbrella understands.
Dentsu also rolled all of its creative and PR services under a unified Dentsu Creative banner in June, and this morning appointed Avish Gordhan and Mandie van der Merwe as its first chief creative officers.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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They’re definitely not replacing these CEO roles – Ollie, Sue have all clearly been moved on to make way for the Dentsu “lines of business” structure. Wouldn’t be surprised if they retire the agency brands and move everything under the Dentsu Media umbrella…that’s certainly how they’re pitching themselves.
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