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News 21 Jun 2021 - 2 min read

Isobar folded into Merkle and BWM as part of Dentsu ANZ consolidation push

By Sam Buckingham-Jones - Senior Writer

“These very positive changes represent an exciting new phase for our business and further growth of our talent for the maximum advantage of clients and their customers,” dentsu Australia CEO Angela Tangas said.

Dentsu's Isobar has been wound up as the holding group continues to simplify its operating structure in Australia. The brand's CX team will be merged into Merkle, while the rest of the design function will become part of creative shop BWM Dentsu, creating a new brand, BWM Isobar.

What you need to know:

  • Isobar will no longer be its own entity, Dentsu ANZ has decided.
  • Its CX team is being moved into the Merkle brand, and its creative team will join BWM, which will be known as BWM Isobar.
  • It’s understood the restructure will not lead to any job losses.

Dentsu Australia says it is continuing to simplify and optimise its corporate structure, folding Isobar’s CX team into Merkle and the creative team into BWM to create a combined entity, BWM Isobar.

It is understood that the restructure will not result in any job losses. Dentsu’s Merkle brand will house and lead the company’s CXM expertise, bringing together data and digital transformation and CX consulting.

“While Merkle is already launched in the Australian market, our Isobar CX practice (Enterprise Solutions) has moved to form part of our Merkle team; establishing a world-class CXM practice in Australia that is focussed on partnering with companies and brands to deliver total experience outcomes,” said Dentsu ANZ chief executive Angela Tangas.

BWM Isobar brings together the former’s brand strategy and creative communications and Isobar’s "service design" capabilities.

“We will also be strongly leveraging our global Dentsu Mcgarrybowen (“dentsuMB”) brand in the Australian market moving forward. DentsuMB is internationally recognised as a leader in its field, and global Dentsu accounts will be served by our local creative team under DentsuMB,” said Tangas.

“These very positive changes represent an exciting new phase for our business and further growth of our talent for the maximum advantage of clients and their customers.”

The changes mean Dentsu Australia now consists of: CXM: Merkle, Creative: BWM Isobar, Dentsu Mcgarrybowen, Media: Carat, iProspect, Dentsu x, Sport: MKTG, and Gaming: SMG.

Mi3 Special Report: Australia's looming $1bn retailer media market

  • Australia's retailers are gearing up to become major media channels.
  • US retailers are already displacing 'legacy' publishers.
  • All retailers are eyeing media, not just supermarkets and FMCG.
  • Mi3 supported by Resolution Digital have produced a 28-page report with cross-industry views on what you need to know.

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