Japanese giant Dentsu pushes into local media market rebranding iconic agency Mitchells

July 1, 2015 1:00

Japanese advertising giant Dentsu is establishing a presence for its Dentsu Media brand in the local market by realigning and rebranding Australia’s oldest media agency Mitchells, Mumbrella can reveal.

The latest changes to the Mitchells brand since the takeover of parent company Aegis by Dentsu two years ago has seen it renamed Dentsu Mitchell, establishing stronger links with the Japanese side of the parent company. However, its leadership team insists it has no immediate plans to drop the Mitchell name.

The move will also fan industry speculation the agency will seek to capitalise on Dentsu’s global relationship with clients such as Japanese brand Toyota, a $62.3m account in Australia, which is set to move its marketing team to Mitchell’s heartland if Melbourne in the next 18 months.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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