MCO appoints Brett Elliott as managing director

Multicultural Outdoor (MCO) has appointed former UM and Dentsu executive Brett Elliott as managing director, creating a new leadership role as the digital out-of-home business expands nationally.

Founder Ronnie Navani will remain CEO, while Elliott takes responsibility for the company's day-to-day operations, commercial growth, partnerships and network expansion.

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Senior agency executive joins MCO

Elliott joins MCO after seven years as managing director of UM's government practice, where he led the Australian Government's national media account. He later served as chief operating officer at Dentsu, having previously held senior investment and leadership roles at MediaCom.

He said the appointment comes at a time when multicultural audiences are becoming increasingly important to advertisers.

“Multicultural Australia is not a niche audience. It is a substantial and growing part of our population, and integral to our economy and our national identity,” Elliott said.

“MCO has created something genuinely category-defining: a purpose-built media network combining cultural sensitivity, precision and national scale. My focus will be on building that scale, strengthening our industry partnerships and helping more advertisers recognise the role multicultural out-of-home media can play in delivering meaningful and measurable connections.”

National expansion underway

MCO said the appointment supports its next stage of growth as it expands beyond New South Wales and Victoria into Queensland, South Australia and Western Australia.

The company launched in 2024 and now operates more than 250 digital screens in Chinese, Indian, Vietnamese and Arabic supermarkets and retail environments.

Navani said Elliott's appointment would strengthen the company's leadership team.

“MCO began with a clear belief: multicultural communities deserve to be seen, heard and communicated with in ways that are relevant to them,” Navani said.

“We have taken that belief from an idea to a rapidly growing national network. Brett’s appointment gives the business the additional leadership experience and commercial capability to build on that momentum without losing the purpose that sits at the heart of the business.

“I will continue to lead MCO as Founder and CEO, shaping our long-term vision and championing the importance of multicultural media across the industry. Brett brings exceptional agency, government and operational experience, and together we have the right combination of purpose, relationships and commercial discipline to take MCO into its next chapter.”