The Australian advertising industry is mourning the loss of Dennis Merchant, a trailblazer in independent media buying.

Merchant, who passed away recently, is remembered for launching Australia's first independent media buying company in 1974. His influence and mentorship have shaped numerous careers in the media sector.

In a post shared to LinkedIn by the Media Federation of Australia, CEO Sophie Madden paid tribute to Merchant's legacy.

"When I started my career, Dennis Merchant was already an industry icon, setting a benchmark for us all to aspire to. A true pioneer, Dennis founded one of the country’s first independent media agencies and was respected by all his peers. Dennis’s legacy lives on in the media industry we see today. His influence and mentorship shaped many careers. We are deeply grateful for his contributions and will remember and celebrate his pioneering spirit. Vale Dennis," said Madden.

CEO of Omnicom Media Group ANZ, Peter Horgan, also expressed his condolences. "Very sorry to hear about the passing of industry pioneer Dennis Merchant. He drove the first wave media independent agencies unbundled from creative. Loved by clients, media owners and staff as a great businessman and human. Vale, Dennis," he said.

CEO of Havas Media Network Australia, Virginia Hyland acknowledged Merchant's significant contributions. "Dennis Merchant was a leading pioneer in our industry and was an enabler for independent agencies to enjoy growth by winning clients. Without Dennis transforming our industry, my own agency Hyland would not have had the opportunities to thrive and grow. He was a true leader of which very few have matched his ability. He left us with big shoes to fill. My sincerest condolences to his family," she said.