Beacon Lighting Initiates Media Account Review
The Australian retailer is evaluating its media strategy after an eight-year partnership with Dentsu.
Updated on Oct. 29, 2026 in Advertising
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Beacon Lighting has launched a formal review of its media account, placing incumbent agency Dentsu on notice. The national retailer is currently assessing its paid media planning and buying strategy across brand, performance, and programmatic channels.
Why it matters
This review marks a significant shift for the long-term sponsor of The Block as it re-evaluates its media operations. The process includes a strategic consideration of whether to shift specific media functions to an in-house model.
The retailer is re-evaluating an eight-year partnership with Dentsu. This follows the company's 2024 decision to retain the account with Carat Victoria for an additional three-year term.
The players
Beacon Lighting
An Australian national retailer that also serves as a long-term sponsor of the television program The Block.
Dentsu
A global marketing and advertising agency that has managed the media account for the retailer for the past eight years.
Prue Robinson
The current chief marketing officer at Beacon Lighting who has been with the company for over two decades.
Carat Victoria
An advertising agency subsidiary that previously secured the media account for the retailer.
The details
The review encompasses the retailer's entire paid media strategy, including planning and buying across multiple digital and brand platforms. Leadership is investigating potential operational changes, specifically exploring the feasibility of bringing various media functions in-house.
Timeline
Carat Victoria won the account in 2018.
Prue Robinson assumed the role of chief marketing officer in December 2023.
Carat Victoria retained the account for three years in 2024.
Market Landscape
This move reflects a broader industry trend where brands are increasingly evaluating the merits of in-housing their programmatic and performance media capabilities. By reviewing the Dentsu partnership, the retailer joins other national firms looking to optimise costs and gain greater control over their advertising data.
The transition could signal a change in the retailer's marketing presence and the frequency of advertisements consumers see across digital platforms. Customers should not expect immediate changes to store pricing or service levels during this strategic evaluation period.
The takeaway
Retailers often initiate media reviews to align their external spending with shifting internal marketing objectives. This process allows brands to determine whether agency partnerships still provide the best value compared to internalising core media functions.
Further reading
For more on industry shifts, see Advertising.
Source note: This article includes information reported by Mumbrella.
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