Dentsu Aegis Network Australia & New Zealand

What Dentsu Aegis Network Australia & New Zealand does

Dentsu Aegis Network Australia & New Zealand (now operating as 'dentsu') is the ANZ regional subsidiary of Dentsu Group, the Tokyo-headquartered (TSE: 4324) global advertising and communications network founded in 1901. The ANZ business operates from a Sydney headquarters plus offices in Melbourne, Brisbane, Perth and Auckland (New Zealand regional HQ), delivering integrated marketing, media and customer experience services to enterprise clients across fashion/retail, beauty, grocery, health insurance, B2B and government/community verticals. Named work includes campaigns for The Iconic, Freshchoice ('Aid Aisle'), L'Oreal Essie and ahm.

The ANZ portfolio is built on three core service pillars — Media (planning and buying, primarily through Carat and SMG), Creative (Dentsu Creative) and CXM (Merkle) — augmented by specialty units covering B2B, Commerce (Culture x Commerce), Gaming, Intelligence & Research and Sustainability (Dentsu Good). Supporting technology includes the Dentsu Merkury privacy and data activation platform, an integrated CXM Platform, and the annual CMO Report thought-leadership franchise based on survey insights from 1,950+ senior marketers across 14 global markets.

Commercially, dentsu AU/NZ operates as a B2B professional services business targeting large multinational and domestic enterprises, with custom-quoted engagements spanning creative development, media planning/buying, customer experience transformation and data/analytics services. Go-to-market is sales-led and relationship-based, distributing through dedicated account teams across the integrated agency-brand network rather than via disclosed pricing tiers. As a regional subsidiary of a publicly listed parent, ANZ-specific revenue, headcount and management details are not separately disclosed in the available data.

Name

Dentsu Aegis Network Australia & New Zealand

Legal name

Dentsu

Website

https://dentsuaegisnetwork.com.au

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

11–50 employees

Short description

Dentsu AU/NZ is the Australia and New Zealand regional subsidiary of global advertising network Dentsu Group, delivering integrated Media, Creative and Customer Experience Management services to enterprise clients across retail, beauty, B2B and government verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services - Creative & Strategy: Fees for creative development, brand strategy, and integrated marketing campaign development
2. Media Planning & Buying: Fees and commissions from planning and executing paid media across digital, broadcast, print and outdoor channels
3. Customer Experience Management Services: Ongoing CXM retainer and project fees for customer experience transformation engagements
4. Data & Analytics Services: Intelligence and research services including the annual CMO Report and custom research engagements

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Dentsu AU/NZ is an integrated growth and transformation partner delivering end-to-end marketing solutions across Media (planning and buying), Creative (Dentsu Creative agency), and Customer Experience Management (CXM). Specialized service lines include B2B marketing, Commerce/Gaming/Sustainability practice areas, and Intelligence & Research, delivered through dedicated agency brands including Merkle, Carat, Mktg, SMG, Tag, Dentsu B2B, and Cox Inall Ridgeway.

Product overview

Dentsu AU operates as an integrated marketing and digital transformation agency, offering a portfolio of specialized service lines under its unified platform. The core offering spans three main pillars: Media (planning and buying), Creative (Dentsu Creative), and CXM (Customer Experience Management). These are complemented by specialized verticals including B2B, Commerce (Culture x Commerce), Gaming, Intelligence & Research, and Sustainability (Dentsu Good). The network also includes subsidiary agencies such as Merkle, Carat, SMG, Mktg, Tag, and Cox Inall Ridgeway, all operating under the dentsu umbrella to deliver integrated growth and transformation solutions for clients across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Dentsu Creative: Global creative agency network providing creative advertising and brand solutions.
• Merkle
• Carat
• Mktg
• SMG (Starcom Mediavest Group)
• Tag
• Dentsu B2B
• Cox Inall Ridgeway

Products and services

• Media Media services providing integrated media planning, buying, and optimization across digital and traditional channels for enterprise clients.
• Creative (Dentsu Creative) Full-service creative agency offering brand creative, advertising, and experience design solutions for enterprise clients.
• Customer Experiences CXM Customer experience management services focused on end-to-end experience transformation and customer journey optimization for enterprise clients.
• Commerce (Culture x Commerce) Commerce solutions connecting brand culture with retail and e-commerce experiences for retail and commerce clients.
• B2B (Dentsu B2B) Business-to-business marketing services and solutions targeting enterprise and B2B customer segments, including account-based marketing, demand generation, and B2B media services.
• Gaming (Dentsu Gaming) Specialized gaming and esports marketing solutions connecting brands with gaming audiences.
• Intelligence & Research (Dentsu Intelligence Services) Research, analytics, and market intelligence services providing data-driven insights for strategic decision-making, including the annual CMO Report.
• Sustainability (Dentsu Good) Sustainable business and brand purpose solutions helping clients achieve social and environmental impact goals.
• Merkle Customer experience consultancy specializing in digital transformation, CRM, and data-driven marketing.
• Carat Media planning and buying agency within the dentsu network.
• SMG (Starcom Mediavest Group) Media communications agency focused on transforming business through media innovation.
• Mktg Brand experience and activation agency within the dentsu network.
• Tag Global brand experience agency specializing in experiential marketing and activations.
• Cox Inall Ridgeway Strategic communications and public relations agency within the dentsu network, specializing in government and corporate indigenous engagement, reconciliation action plans, and community relations in Australia.

Quantifiable outcome

• Insights from 1,950+ senior marketers across 14 global markets informing marketing strategy

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• Cox Inall RidgewaycoreOthersIndigenous communications agency within the dentsu network, specializing in government and corporate indigenous engagement, reconciliation action plans, and community relations in Australia
• Dentsu B2BcoreOthersSpecialized B2B marketing agency within the dentsu network providing account-based marketing, demand generation, and B2B media services
• MerklecoreTechnology or IntegrationExperience transformation company specializing in customer experience management, data-driven marketing, and technology implementation. Provides CXM platform capabilities within the dentsu network
• MktgcoreOthersDentsu's experiential marketing agency specializing in events, sponsorships, and brand experiences
• SMG (Strata Management Group)coreOthersSpecialized media and marketing services agency within the dentsu network
• TAGcoreOthersTechnology-enabled marketing services agency specializing in data, analytics, and technology integration within the dentsu network

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• BMF (Australia): BMF is one of Australia's largest independent creative agencies, competing for the same enterprise creative mandates and challenger-brand work that Dentsu Creative pitches for. Independent peer at the creative layer with strong ANZ brand recognition, particularly in retail and consumer brands.
• Deloitte Digital Australia: Deloitte Digital combines strategy, design, and technology implementation in AU/NZ, increasingly competing for end-to-end customer experience transformation engagements traditionally owned by holding-company networks. Adjacent competitor with growing overlap in the CXM and Commerce service lines.
• Thinkerbell: Thinkerbell is an Australian-founded independent agency blending creative, media, PR, and data analytics under the "Measured Magic" model, competing for the same enterprise clients seeking integrated marketing solutions. Smaller and Australia-centric, but represents the independent challenger model that takes share from holding-company networks.
• Accenture Song Australia: Accenture Song has expanded aggressively in AU/NZ combining creative, digital transformation, and technology implementation, competing for the same integrated CXM and marketing transformation mandates that Dentsu bids on. Emerging threat reshaping the agency landscape by pulling work toward consulting-led engagements.

Direct peers

• WPP (Australia): WPP operates GroupM (Mindshare, Wavemaker, EssenceMediacom) and Ogilvy in Australia/New Zealand, running the same integrated holding-company model as Dentsu with Media, Creative, and CXM service lines targeting enterprise clients. Competitive overlap is direct in ANZ pitches for The Iconic-tier accounts.
• IPG Mediabrands Australia: IPG Mediabrands (UM, Initiative, Mediabrands) and McCann Worldgroup operate in Australia/New Zealand with parallel Media, Creative, and data-driven CXM offerings. Direct competitive overlap on enterprise ANZ accounts in retail, beauty, and consumer categories.
• Havas Group Australia & New Zealand: Havas operates Havas Media, Havas Creative, and Havas CX in AU/NZ with the integrated "Village" model mirroring Dentsu's Media-Creative-CXM structure. Direct peer at the holding-company level for ANZ enterprise clients.
• Publicis Groupe Australia: Publicis operates Leo Burnett, Saatchi & Saatchi, Publicis, and Starcom in AU/NZ with the same Media-Creative-Data integrated offering (Power of One model). Direct competitor in ANZ enterprise pitches and for the same customer segments (retail, beauty, financial services).
• Omnicom Group Australia & New Zealand: Omnicom runs TBWA, BBDO, DDB, and Omnicom Media Group (OMD, PHD) in AU/NZ, offering the same full-service Media, Creative, and CXM stack. Head-to-head competitor in ANZ holding-company reviews and competing for the same enterprise mandates.

Regional players

• M&C Saatchi Australia: M&C Saatchi operates in Australia (Sydney, Melbourne) with creative, media, and brand strategy services, competing for the same mid-to-large enterprise clients in AU/NZ. Similar independent holding-company model but with smaller scale and primary focus on creative versus Dentsu's full integrated stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/dentsuaegisanz
• YouTubeyoutube.com/channel/UCn503X8N2DVg2kizWHLkuoQ
• Facebookfacebook.com/dentsuaegisnetworkanz
• LinkedInlinkedin.com/company/aegis-media
• Instagraminstagram.com/dentsuapac

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dentsu Aegis Network Australia & New Zealand