Australia – Dentsu Creative Australia has announced a refreshed leadership lineup as part of its new “DC26” agenda, outlining a renewed focus on creative quality, earned-led thinking, experience innovation and strategic clarity.
The move follows the recent confirmation of David Halter as chief practice officer and Vanessa Nicol as chief operating officer for dentsu ANZ. The agency said the changes are intended to sharpen its focus on what Halter described as “the work we do and the way we work.”
David Halter, chief practice officer, Dentsu Creative Australia, said, “I was lucky enough to inherit a great team of incredibly talented people and strong client partnerships. Our job now is to raise the bar on the quality of our creative product and ensure everything we do drives real impact.”
At the centre of the DC26 agenda is a belief that “you cannot grow with the status quo,” with the agency aligning leadership, disciplines and delivery around that principle.
“This belief applies to our clients’ businesses, but also to the growth of our own people. “Everyone wants to grow, learn new tools and be part of different and varied challenges each day. That is what makes agency life unique.”
Halter also pointed to closer integration within the broader dentsu network: “We know creative can’t operate in isolation if it’s going to deliver impact. The real advantage is how connected we are to all the smart people sitting just down the hall at dentsu. When we bring DC closer to media, data and technology, production, gaming, and sports and entertainment, every discipline keeps doing what it does best, but together we unlock stronger, better growth for our clients,” said Halter.
Earned thinking integrated across the business
As part of the restructure, Madeleine Page has been elevated to general manager – earned and social, overseeing the integration of earned, social and cultural engagement across the national business. Her remit spans agriculture, government and consumer communications, with teams across Melbourne, Sydney and Brisbane.
The agency said the move is designed to embed earned thinking into every brief rather than positioning it solely as an executional layer.
“There is not a great creative idea anywhere in the world that hasn’t earned its own media.” Halter said. “Maddie and her team are exceptional at unlocking ideas, deepening storytelling and building activations that genuinely travel and create conversation.”
Strategy and creative leadership
Graham Alvarez-Jarratt has been promoted to chief strategy officer, a move the agency said recognises the growth of its multidisciplinary strategy team across brand, communications, social and experience strategy.
“Graham is the best strategist in the country, his new business record and award shelf speak for itself.” Halter said. “Graham has assembled a highly-skilled team that spans brand, communications, social and experience strategy. We are seeing the results in the work we are delivering, the awards we are winning and the opportunities coming into the agency.”
Meanwhile, Executive Creative Director Zac Pritchard will continue to lead creative output and integrated delivery across the agency’s portfolio, working alongside Craig Sloane, who steps into the role of national head of production, and Vanessa Nicol.
“This is the second time I have had the privilege of working with Zac. His energy for ideas is unlike anyone else, and the talent he has attracted is top shelf. Our creative product has never been stronger,” said Halter.
Experience and operational focus
Gabriel Tamborini remains chief experience officer, leading customer experience, design and technology integration across the agency’s work.
“Experience is where creativity becomes real for customers,” said Halter. “Gabe and his team make sure our thinking shows up not just in communications, but across every interaction a brand has with people. Those connections between creative, experience, data and delivery are critical to producing work that makes an impact.”
The agency said DC26 is intended to simplify its operating model and sharpen its proposition to clients across sectors including finance, retail, automotive, technology and tourism. Clients include American Express, NBN, nib, Zespri, Chery, Federal Group, Adobe and The Iconic.
Rather than adding layers, the restructure is focused on aligning creativity, strategy, experience and earned influence more closely. Stevie Dobbs continues as group finance director to support the updated structure.
“This is about being very clear on what we are here to do,” said Halter. “Challenging the status quo. Presenting innovative thinking that makes an impact. Producing better work. And creating an environment designed to unlock our people’s best thinking.”
