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# Beacon Lighting calls a media pitch, putting Dentsu's Carat on notice
- URL: https://www.promptthemarket.com/beacon-lighting-media-pitch-dentsu-carat/
- Published: 2026-10-30T01:30:00.000Z
- Updated: 2026-10-30T01:29:59.000Z
- Description: The Block sponsor is reviewing strategy, planning and buying after eight years with Carat Victoria, and will consider taking some media work in-house.
- Author: Editor News
- Tags: Agencies, Beacon Lighting, Dentsu, Carat, Media pitch, #author-james-dore

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

By **James Dore** · 2026-10-22

TLDR

Beacon Lighting has called a review of its media account, putting Dentsu's Carat Victoria on notice after eight years. The review covers strategy, planning and buying, and will also look at bringing some media work in-house. Beacon spent $16.4 million on marketing in FY2026.

KEY TAKEAWAYS

01Beacon Lighting is in the early stages of reviewing its media account, Mumbrella reports.

02Carat Victoria won the account from OMD in 2018 and renewed it for three years in 2024.

03The review will consider whether some media functions should move in-house.

04Beacon's marketing expense was $16.4 million in FY2026, up from $16.1 million.

05Beacon is a long-term sponsor of Nine's The Block.

## The review

Beacon Lighting has called a media pitch, putting its incumbent agency of eight years, Dentsu's Carat Victoria, on notice. The Melbourne-founded retailer is understood to be in the early stages of reviewing the account, which covers paid media strategy, planning and buying across brand, performance and programmatic. The review will also consider whether some media functions should be brought in-house, Mumbrella reported.[\[1\]](https://mumbrella.com.au/dentsu-on-notice-as-beacon-lighting-calls-media-pitch-942772?ref=promptthemarket.com)

Carat Victoria won the account from OMD in 2018.[\[1\]](https://mumbrella.com.au/dentsu-on-notice-as-beacon-lighting-calls-media-pitch-942772?ref=promptthemarket.com) It expanded the relationship in 2021 and, in April 2024, renewed it for a further three years. "We are incredibly proud to be continuing our partnership with Beacon Lighting," Carat Victoria managing director Richard Lehocz said at the time.[\[3\]](https://www.dentsu.com/au/en/news/news-releases/carat-continues-to-light-it-up-with-beacon-lighting?ref=promptthemarket.com)

Media partnerships are a big part of the account: Beacon is a long-term sponsor of Nine's The Block. Mumbrella said it had sought comment from Dentsu and from chief marketing officer Prue Robinson, who has been with the retailer for more than two decades and became CMO in December 2023.[\[1\]](https://mumbrella.com.au/dentsu-on-notice-as-beacon-lighting-calls-media-pitch-942772?ref=promptthemarket.com)

## What Beacon spends

Beacon's annual report puts its marketing expense at $16.4 million for FY2026, up from $16.1 million a year earlier. The company reported underlying sales of $340.3 million and underlying net profit after tax of $28.1 million, from 130 stores, 129 of them company-owned.[\[2\]](https://bulletin.webull.com/qbd/announcement/20260827/499501693/cbf9ce05866488b3fe431cbe55f34b86.pdf?ref=promptthemarket.com)

The business is leaning harder into trade customers. Trade sales through its stores rose 14.5% in FY2026, and the company lists marketing and engagement among the workstreams in its outlook.[\[2\]](https://bulletin.webull.com/qbd/announcement/20260827/499501693/cbf9ce05866488b3fe431cbe55f34b86.pdf?ref=promptthemarket.com) Robinson is both CMO and an executive director of the company.[\[2\]](https://bulletin.webull.com/qbd/announcement/20260827/499501693/cbf9ce05866488b3fe431cbe55f34b86.pdf?ref=promptthemarket.com)

SOURCES & CITATIONS

1. [Dentsu on notice as Beacon Lighting calls media pitch, Mumbrella](https://mumbrella.com.au/dentsu-on-notice-as-beacon-lighting-calls-media-pitch-942772?ref=promptthemarket.com)
2. [Beacon Lighting Group Annual Report 2026](https://bulletin.webull.com/qbd/announcement/20260827/499501693/cbf9ce05866488b3fe431cbe55f34b86.pdf?ref=promptthemarket.com)
3. [Carat continues to light it up with Beacon Lighting, Dentsu](https://www.dentsu.com/au/en/news/news-releases/carat-continues-to-light-it-up-with-beacon-lighting?ref=promptthemarket.com)

FREQUENTLY ASKED QUESTIONS

Why is Beacon Lighting reviewing its media?

It has not said publicly. Mumbrella reports the review covers paid media strategy, planning and buying, and will consider bringing some functions in-house.

Who handles Beacon Lighting's media now?

Dentsu's Carat Victoria, which won the account from OMD in 2018 and renewed it in 2024.

How much does Beacon spend on marketing?

Its marketing expense was $16.4 million in FY2026.

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

[James Dore](https://www.promptthemarket.com/james-dore/)

James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.