Dentsu Creative Australia has a refreshed leadership lineup as it doubles down on creative quality, earned-led thinking, experience innovation, and strategic clarity under its DC26 agenda.
The move follows the recent confirmation of David Halter as chief practice officer and Vanessa Nicol as chief operating officer for dentsu ANZ, with the agency sharpening its focus on what Halter describes as ‘the work we do and the way we work.’
“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,” commented Halter.
At the centre of DC26 is a clear belief that ‘you cannot grow with the status quo’.
As such, Dentsu Creative is aligning leadership, disciplines and delivery around that principle to drive impact for its clients.
“This belief applies to our clients’ businesses, but also to the growth of our own people,” added Halter.
“Everyone wants to grow, learn new tools and be part of different and varied challenges each day. That is what makes agency life unique.”
“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.”
Refreshed Leadership Team
A key change at DC sees Madeleine Page elevated to general manager of Earned and Social, to lead the integration of earned, social and cultural engagement across the national business. Her team spans agriculture, government and consumer communications, with a footprint in Melbourne, Sydney and Brisbane.
This change signals a stronger push to embed earned thinking into every brief rather than treating it as an execution on a core creative idea.
“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.”
Graham Alvarez-Jarratt has been promoted to chief strategy officer, recognising the influence of the multidisciplinary strategy team he has built.
“Graham is the best strategist in the country, his new business record and award shelf speak for itself,” said Halter. “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.”
Executive creative director Zac Pritchard remains a central figure in the leadership team. He will continue to guide creative output and integrated delivery across the agency’s client portfolio, working closely with Craig Sloane, national head of production, and Vanessa Nicol, chief operating officer, to develop new and more effective ways of getting work made.
“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.
Gabriel Tamborini continues as chief experience officer, leading the integration of customer experience, design and technology to ensure Dentsu Creative’s ideas connect across the entire brand journey.
“Experience is where creativity becomes real for customers,” expressed 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.”
Simpler, More Focused Model
Core to the DC26 strategy is an intent to sharpen how the agency shows up for clients across categories including finance, retail, automotive, technology and tourism, with brands such as American Express, NBN, nib, Zespri, Chery, Federal Group, Adobe and The Iconic.
Rather than adding layers, Dentsu Creative says the changes centre on clarity and focus by aligning creativity, strategy, experience and earned influence more tightly. To make this direction a reality, Craig Sloane steps into the role of national head of production, while Stevie Dobbs continues as group finance director, ensuring the structure is matched by operational and financial excellence.
“This is about being very clear on what we are here to do,” concluded 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.”
