Couverture de Dentsu’s Rob Harvey on why bigger can be better in the AI age

Dentsu’s Rob Harvey on why bigger can be better in the AI age

Dentsu’s Rob Harvey on why bigger can be better in the AI age

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 Rob Harvey is CEO of Dentsu across Australia and New Zealand – it’s one of the biggest ad agencies in the world, and Rob is notable for the length of time he’s spent leading it locally. In an industry notable for executives burning bright then shifting up, down and sideways, Harvey has been a deeply committed constant. He’s led the Aotearoa business since 2013 – before Netflix landed here – and last year took over the Australian operation too, meaning he now oversees more than 1000 staff across its various brands. Dentsu is notable for a number of reasons. It’s one of what used to be known as the “big six” ad agencies, now the “big five” after the merger of Omnicom and IPG. They’re known as the “holdcos” within advertising, and the term can be used derisively by some, as a synonym for mercilessly squeezing and flattening in a way which doesn’t necessarily deliver the best for its people or clients. However Rob offers a persuasive defence of the model, saying the name no longer well-describes his business at least. Dentsu is also the only one of the “big five” from Japan, which has a legendarily specific and singular business culture, so we talk about how that flows through its offices. Dentsu has endured a tough few years in this part of the world, with Australia recording a massive $500m paper loss in 2023, in part due to a bet on competing with the consultancies on broader business strategy work. None of that happened on Harvey’s watch however, and the business is considered to be well into a turnaround. Finally, because this episode is recorded in partnership with the Communications Council – of which Harvey is president – we discuss their excellent event Media Spotlight, happening in late May. Learn more about your ad choices. Visit megaphone.fm/adchoices
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