DTDigital gets set for Asian expansion after a restructure and rebrand as DT
EXCLUSIVE: DTDigital has repositioned itself as a “creative technology agency that exists to help brands thrive in the digital economy”, a task David Trewern believes many traditional agencies have “failed” to achieve.
The repositioning has instigated a raft of changes at the STW Group agency including a rebrand to DT, a new structure and a number of promotions.
David Trewern (pictured far right), founder of DT and chief digital officer at STW, told B&T the “re-incarnation” is the agency’s 5th new stance in 16 years.
“Constant change has been key to our success, helping us grow five-fold over the past five years,” Trewern said.
“Our clients’ digital needs are constantly evolving and so are we.”
The restructure has seen DT set up 15 specific practice areas – consisting of five to 10 specialists directed by an industry leader.
The practice areas are: advertising creative, strategy, design, engineering, user experience, social media, eCommerce, innovation, brand strategy and design, mobile, search, content, data and analytics, interaction and hosting.
“In a sentence it’s about having the breadth and depth of specialists collaborating together to help clients connect at every digital touch point.”
Trewern said the agency has worked hard to instill a sense of advertising and creative culture into the business and has invested in “big idea” people for the advertising creative team.
“What they do is no different to what creative teams within BadjarOgivly do,” Trewern said of the ad team, but he believes traditional creative agencies have failed to do the opposite and invest significantly in digital.
“Technology has become a really key part of what marketers have to think about so they are out there looking for help, advice and expertise in these really specialized areas and they are not getting that expertise in traditional agencies,” he said.
“A lot of traditional agencies have really failed to adapt.
“There is a lot of talk about the agency of the future and what they are doing and so forth but, really, when you think about it, a lot of them are still full of print production departments.”
Trewern feels many ad agencies view technology as a production discipline something he believes is “totally wrong”. “Technology people are as creative as anybody.”
“A lot of agencies have built this culture which is really anti-technology and they say ‘we are all about the idea’. Well that’s great but if the idea never gets executed than it’s not much help.
“Having one creative technologist in an agency of 50 people doesn’t really cut it – everyone needs to be a creative technologist.”
In Melbourne, Trewern said the Ogilvy group is “50% digital people and digital revenue”; a feat he feels positions Ogilvy strongly for the digital economy.
DT has experienced double-digit growth for 16 consecutive years and in 2012 experienced year-on-year revenue growth of 40%.
The growth is driving an expansion into South East Asia with an office in Singapore expected to be established around the third quarter of 2013.
Brian Vella (pictured right), managing director of DT, has been charged with leading the agency’s Asian expansion.
Meanwhile, DT’s former data and analytics director, David Pountney (pictured middle) has been promoted to general manager of the Melbourne office.
Client services director, Jackie Bowker (pictured far left), has also been promoted and is now business growth director.
Kent Sands takes over the data and analytics team from Pountney and Cameron Pegg is DT’s new eCommerce lead.
Trewern said the businesses’ local focus next year will be to grow DT’s Sydney office which currently consists of approximately 40 staff. DT Melbourne houses around 130.
The agency also has a new website and a new office for its Melbourne team.
Vella added: “the internet, social media and smartphones have led to unprecedented changes to consumer behavior. The challenge for many brands is to ‘catch-up’ to the connected consumer, to maintain relevance and engagement right across a brand’s digital ecosystem.”
“To meet these challenges, businesses need an agency partner who can conceive a holistic digital strategy, and then execute across all digital touch points.”
Earlier this week B&T revealed that DT had been re-appointed as Myer’s digital agency and in Sydney the agency recently won Trafalgar’s account.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.