Despite strong competition from the major international networks, independent Mitchell & Partners established itself as Australia's leading media agency in the 1990s. The group's total billings broke through the A$1bn barrier in 2008, a first for any Australian media agency. In 2010, the group accepted a A$363m offer to be acquired by Aegis. It has remained a separate standalone unit under the umbrella of what is now Dentsu Aegis Australia, but several clients have been transferred since 2012 to sister agencies Carat and Vizeum, boosting their billings at Mitchell's expense. As a result it is no longer Australia's biggest media buyer. The agency rebranded in 2015 as Dentsu Mitchell Media. Two years later the Mitchell brand was dropped altogether and the agency was rebranded to become the local outpost of Dentsu Aegis Network's third international media strand dentsu x.
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Adbrands Weekly Update 2nd July 2015: Dentsu Aegis Network made further changes to Australian agency Mitchell & Partners, which was the country's biggest media buyer when it was acquired by Aegis in 2010. It has continued since then to co-exist with local outposts of Carat and Vizeum, who have between them absorbed several of Mitchells' clients. Now, in another step towards what is likely to be a gradual phase-out of the original name (though DAN denies such a plan), the agency has rebranded as Dentsu Mitchell Media. Creative agency BWM became BWM Dentsu earlier this year following the purchase of a majority stake by the Japanese group.
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