The rebrand, which takes effect immedietly, sees Mitchell & Partners become Dentsu Mitchell Media, and launches the Dentsu media brand in Australia.
Earlier this year, DAN announced the acquisition of a majority stake in the BWM Group, creating BWM Dentsu, and forming the flagship creative agency brand of DAN in Australia.
“Since acquiring Mitchell Communication Group in late 2010 we have steadily aligned agencies within our Australian group to our global network agency brands,” said Nick Waters, CEO Dentsu Aegis Network Asia-Pacific, in a press release.
Rebrand logo: Dentsu Mitchell Media
“This rebrand of Mitchell & Partners represents another step in that process, and launches the Dentsu media agency into the Australian market. Having invested in BWM earlier in the year to create BWM Dentsu we now have strong Dentsu creative and media propositions in the market, giving further choice to regional and national clients.”
DAN said the the launch of Dentsu Mitchell Media would facilitate access to the Australian market for Asian clients of the agency, and vice versa. Mitchells clients include, Australian Federal Government, Victorian Government, Open Universities of Australia, Renault Nissan and Bendigo Bank.
The rebranded agency will be led by CEO Kenny Stewart and managing director Adrian Roeling. The agency will have 110 staff nationally, across Mitchells’ four offices in Melbourne, Canberra, Sydney and Perth.
“The rebrand of Mitchell & Partners to Dentsu Mitchell Media marks the further growth of Dentsu media in Asia Pacific. Bringing together one of the top media brands in Australia and Japan’s leading media brand is an exciting development,” added Hiroaki Charlie Sano, executive officer of Dentsu Inc and CEO of Dentsu media and Dentsu branded agencies within Dentsu Aegis Network.