Dentsu Aegis Closes Amplifi in Australia


Dentsu Aegis Network recently announced that it will be closing Amplifi. Amplifi which is the network’s media innovation and investment division will be closed and absorbed into the network’s media brands. The latest news falls in line with the rest of the restructuring plans Dentsu Aegis Network is doing across the Asia Pacific. This change would be implemented in the coming months and would see Amplifi being integrated back into the DAN media brands.

Dentsu Aegis Closes Amplifi in Australia

About Amplifi

Amplifi consolidates the Dentsu Aegis network’s media trading and investment management and forms media partnerships. It was launched in Australia in 2014 and it works with DAN’s programmatic buying agency, Amnet and content marketing agency, The Story Lab. Now the agency will be a part of the DAN media brands.

Dentsu Aegis Network Restructuring Plans

They recently announced that they will split its APAC business into three clusters. These clusters will be named Greater North, Greater South and ANZ. The Greater North will consist of China, Hong Kong, Taiwan and Korea. While the Greater South will include India, Sri Lanka, Bangladesh, Indonesia, Thailand, Vietnam, Philippines, Malaysia and Myanmar. Finally, the ANZ will consist of Australia and New Zealand. The split saw a lot of major changes to the brand’s management structure.

Dentsu Aegis Network’s New Management Structure

As a result of the split, DAN promoted Ashish Bhasin to the chief executive officer of the expanded region of Greater South. They tasked Takaki Hibino to oversee Greater North in the interim, in addition to his role leading the regional business. For the ANZ business, they retained Henry Tajer as the head. This led to Phil Teeman, the former DAN Singapore and South East Asia chief executive exiting the business. Others who left the business include Rob Hughes, the former DAN North Asia chief executive and DAN China chief executive Susana Tsui. Sunil Yadav, the former president for APAC at Amplifi, Kristian Barnes, the former chief client officer, and media chairman at DAN, and Sean O’Brien, the former chief executive of Posterscope and MKTG, also left the business.

Right before announcing the restructuring plan, they announced that Nick Waters, who was the chief executive of APAC, will be departing. He departed to take on the role of executive chairman for the UK and Ireland. They then promoted Audrey Kuah to the role of executive director of media business for APAC. In addition to this new appointment, she will still carry out her current responsibilities. She is currently the managing director of the network’s Global Data Innovation Centre.


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