Dentsu Aegis launching dentsu X Australia, dropping Mitchell branding

Dentsu Aegis Network has announced the launch of dentsu X in Australia.

Formerly known as Dentsu Mitchell, and in alignment with its global sister agencies, dentsu X’s launch into the Australian market follows the rebrand of the group’s media specialist, Dentsu media, earlier this year.

The launch of dentsu X takes effect immediately and will involve Dentsu Mitchell’s offices across Australia. Globally, dentsu X operates in 17 markets with 29 offices across Asia, Russia, France, Italy, Canada and now Australia, with over 100 staff locally.

dentsu X will drive solutions through five specialist capabilities: Labs, Ideas, Entertainment, Distribution and Digital.

Simon Ryan, CEO of Dentsu Aegis Network ANZ and acting executive director of dentsu X Australia, said, “We are excited to announce the launch of dentsu X in Australia. We have the proud heritage of being Australia’s first media agency, and this is another great step in our journey – further linking us with the global Dentsu Inc. brand. Under the dentsu X name, our clients will continue to benefit from our knowledge of the Australian consumer, combined with the leverage of Dentsu Inc’s considerable innovation, technology and regional client relationships across the Asia Pacific region.”

Takaki Hibino, global brand president of dentsu X, commented: “Following the recent evolution of Dentsu media to dentsu X, we are pleased to launch the brand in Australia. By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop experiences for clients that are truly focused on digital solutions.”

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said: "dentsu X is unique as a scaled homegrown Asian agency network. Integrating with the rest of Dentsu Aegis Network’s portfolio of agencies has propelled its growth, and the launch of dentsu X in Australia further enhances its position as a leading Asia Pacific agency network."

The launch of dentsu X is effective today.

Dentsu Mitchell’s existing staff will remain in their current office locations.

Photo [L-R]: Corina Cosma GM, Melbourne at dentsu X; James Hawkins – MD APAC, dentsu X; Simon Ryan – CEO, Dentsu Aegis Network ANZ.