Nicola Barnes, dentsu Australia’s head of investment, is set to join Mindshare, B&T can reveal.
B&T understands Barnes will join the WPP-owned media agency to lead its Sydney investment team.
Chris Ernst, chief practice officer, media at dentsu confirmed her departure.
“After ten years with dentsu, Nicola will be leaving the business, marking the end of an incredible chapter,” he told B&T.
“Throughout her time with us, Nicola has been a highly respected leader who played a pivotal role in the success of iProspect, building deep and trusted relationships with clients and leading her teams with care and commitment. This year, she has also been an engaged and valued leader as we transitioned into the next chapter for dentsu, bringing our business closer together.
“I have so much respect for Nic and am incredibly grateful for the contribution she has made to our business, our clients and our people over the past decade. We wish her every success and all the very best for what lies ahead.”
Barnes first joined Dentsu’s Carat at the beginning of 2017 as Victorian investment director. The following year she took on the NSW role.
She then joined fellow Dentsu-owned agency iProspect in 2021, first as group investment director for NSW, before adding Victoria to her remit nearly four years ago.
Barnes is set to replace Mindshare’s ex-head of investment Sydney Wayne Jarvis, who confirmed on LinkedIn in September that he has left the agency.
“After 16 incredible years, today I officially sign off from Mindshare,” he wrote.
“I’m leaving with enormous gratitude for the people, friendships, lessons and opportunities that have shaped such a significant part of my career. Thank you to everyone who challenged me, supported me and made the journey so memorable.”
In May, Dentsu folded the iProspect and Carat brands in Australia, bringing its media brands together under a singular dentsu proposition.
This left Marcelle Hoyek, the ex-national managing director of iProspect without a role. Leaving the door ajar for WPP Media to appoint Hoyek to lead its EssenceMediacom client portfolio in Sydney, which includes Lion, HBO Max, Uber, Commonwealth Bank, KFC and UPI.
It’s been a turbulent year for Dentsu Media. The agency recently lost Medibank to Accenture Song, its longstanding relationship with the WA Government and South Australian Tourism Commission’s (SATC) Destination business.
On the flip side Dentsu was recently awarded the Tobacco Cessation and Vaping Control account in partnership with Preventive Health SA, Tabcorp and Tourism and Events Queensland (TEQ) also extended Dentsu Queensland’s contract for an additional two years, adding offline media buying to the agency’s remit.
Tabcorp was a significant win for Dentsu and its media practice lead Chris Ernst. The business would be one of the larger media accounts in the Dentsu stable after Woolworths.
Mindshare declined to comment.
