{"id":652804,"date":"2026-05-06T07:15:12","date_gmt":"2026-05-06T07:15:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/652804\/"},"modified":"2026-05-06T07:15:12","modified_gmt":"2026-05-06T07:15:12","slug":"carat-and-iprospect-brands-gone-in-australia-as-dentsu-consolidates-media","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/652804\/","title":{"rendered":"Carat and iProspect brands gone in Australia as Dentsu consolidates media"},"content":{"rendered":"

Dentsu has axed its Carat and iProspect media agency brands in Australia, merging them all under the holding company.<\/p>\n

The move has seen three senior leadership cuts, affecting iProspect\u2019s managing director Marcelle Hoyek and its GM for Victoria Ken Lam, alongside Carat client lead for Woolworths Barbara Messitt.<\/p>\n

This change is specific to the Australian market and will be implemented over the coming months.<\/p>\n

Rob Harvey, CEO of Dentsu ANZ, said in a press release that the move was \u201ca deliberate structural shift designed to create a stronger, more connected business\u201d.<\/p>\n

ADVERTISEMENT<\/p>\n

\u201cThis is a confident, strategic decision, driven by a belief that a simpler, more focused business is a stronger one.<\/p>\n

\u201cUniting our media capability under a single brand creates clearer accountability, greater scale and a more compelling proposition for clients. It\u2019s the right structure for where Dentsu is heading, and the right move for the Australian market.\u201d<\/p>\n

Under the new model, Dentsu\u2019s media will operate with a single managing director in each state, all reporting to Chris Ernst, the former Dentsu Queensland MD who was recently appointed chief practice officer, media.<\/a><\/p>\n

Richard Lehocz has been appointed as managing director \u2013 media in Victoria, while the business is recruiting a new managing director, media for NSW, following the departure of Hiranthi Jayaweera to OMD.<\/p>\n

All other state leaders remain unchanged.<\/p>\n

In a statement, Ernst said the move \u201cshapes the future of our agency and creates growth opportunities for all those who intersect with it, from our people, our partners and our industry.\u201d<\/p>\n

\"\"<\/p>\n

Chris Ernst will lead Dentsu\u2019s merged media operation (Mumbrella)<\/p>\n

\u201cUnder this model, we will move faster, collaborate more effectively and deliver better outcomes in each market,\u201d he added.<\/p>\n

\u201cWe have remarkable people and capability across the business, and I\u2019m excited to see them thrive under this new direction.\u201d<\/p>\n

In a statement to Mumbrella about the leadership redundancies, Ernst added: \u201cThe changes we\u2019ve made to our media business have required some difficult decisions, including about some truly outstanding leaders.<\/p>\n

\u201c[Marcelle], Ken and [Barbera] are some of the best. I have enormous admiration and respect for the care, expertise and dedication they have all brought to our business and our clients. They will thrive wherever they go next.\u201d<\/p>\n

The announcement comes just days after Dentsu Australia posted a painful FY25 result, which saw post-tax losses increase by 20% to $76.9m for the year ended 31 December 2025 and net revenue fell 18% to $196m.<\/a><\/p>\n

Globally, Dentsu Australia was described as one of the worst-performing markets for the Japan-headquartered holding company in its overall results.\u00a0<\/a><\/p>\n

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