Dentsu Aegis Network aligns PR agencies, creates national network

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Dentsu Aegis Network Australia today announced the formation of a new, creatively-led public relations group with strong strategic capabilities and the vision to be 100% digital by 2020.

The group has consolidated a number of business units into two national PR brands as part of BWM Dentsu.

  • Haystac will be BWM Dentsu’s consumer PR brand.
  • Cox Inall will be BWM Dentsu’s specialist PR brand.

Dentsu Aegis Network Australia CEO Simon Ryan said the creation of the BWM Dentsu PR business aligned with his 100% digital 2020 Vision, giving clients access to scale, deep specialisation and the best creative minds in the business. 

“What we have created is two businesses that are linked to a network brand and have greater access to full ecosystem planning as well as creative and digital production capabilities. This move will create efficiencies in our PR business, providing clients and staff a more streamlined operation,” Ryan said.

The two agencies will have a total of 75 staff across Melbourne, Sydney, Brisbane and Perth and significant representation in regional Australia.

BWM Dentsu Group CEO Paul Williams said locating the PR businesses within BWM Dentsu provided the PR teams with greater access to strategic, creative and digital capabilities. 

Current managing director of Cox Inall Communications Tim Powell has been appointed to the new role of Managing Director of BWM Dentsu Public Relations Australia and will lead the two brands.

“This initiative brings together two of the most credentialed and respected PR brands in Australia and re-invigorates them within the creative environment of BWM Dentsu,” Powell said.

“Haystac’s capacity is boosted by absorbing the talented teams from the Pop Agency and Spark, and having our content arm co-located with BWM Dentsu’s digital planning and creative teams in Melbourne and Sydney,” he said.

“Cox Inall Communications’ enviable reputation within agribusiness, rural and regional Australia, Government and NGO clients is enhanced by taking on the capability and reach of the Haystac Community team, under the leadership of Cox Inall Communications Managing Director, Lucy Broad.

“Both PR brands benefit from being part of a large and successful creative agency with excellent planning tools, including the Modern Masterbrand methodology.”

Ryan said the culture of collaboration across Dentsu Aegis Network Australian agencies provided clients immense access to data, insights, strategic planning, agile production and innovation in product development. 

“This re-alignment sends a strong signal to the market that we have a truly national, creatively-driven, digital-first PR offering,” he said.