Open Universities Australia moves media account to Hatched

Open Universities Australia has awarded its media account to Melbourne’s Hatched Media, Mumbrella can reveal.

The account previously sat with Mitchells (now Dentsu X), and is worth upwards of $7m annually. The account went to pitch last year.

Open Universities Australia confirmed the appointment to Mumbrella.

“We’re currently in the process of transitioning the OUA media account, which will be fully managed by Hatched Media as of June 1st,” a spokesperson said.

Hatched Media has been approached for comment.

Open Universities Australia’s move is the latest account to shift out of the Dentsu Aegis Network.

Media agency Carat lost the $40m Mondelēz International account in August to WPP’s Mindshare. Earlier last year the $20m Amart account shifted to Ikon, and in November Bega moved to Thinkerbell after a 10-year relationship with Carat. Most recently, Carat also lost Asahi, which was picked up by OMD and Virgin Australia, which went to PHD.

Carat has experienced a number of staff movements too, losing CEO Paul Brooks (joining Nine), CMO Andrea Rule (moving to LinkedIn), head of strategy Alex James (shifting to a similar role at PHD), head of digital Michael Corry (jumping ship to 303 MullenLowe), and the former head of the Disney account, Laura Bartal (becoming partner at Lacuna).

Travis Day resigned as Vizeum MD last July, national head of client solutions Corinne Moth left to join OMD as a business director, and it lost the $15m AFL account early this year.

Within DAN’s executive ranks, there has also been a shake-up, with Adrian Roeling, Nick Seckold and Andrew Hewett leaving the business, as new CEO Henry Tajer attempts to rebuild the business.


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