Global – Global media company dentsu international has officially launched anew iProspect, a game-changing digital-first end-to-end media agency.
As part of the improved iProspect, the agency will adopt the ‘Brands Accelerated’ tagline with a reimagined logo coinciding with a new brand identity and website, which was designed with “diversity, equity, and inclusion in mind,” according to the company.
The new agency will fuse existing capabilities, such as brand building, strategic planning, business intelligence, marketing activation, and performance optimization, as well as the capabilities of scaled services within dentsu international.
The teams for the new iProspect in the Asia Pacific (APAC) region, in partnership with over 90 other markets, will be the first agency to offer performance-driven brand building at a global scale.
The company said the new iProspect will focus on how consumers behave in the digital world and apply strategies to real-world scenarios “through a highly connected and creative use of media.”
The agency’s evolved capabilities will see the merged efforts of 8,000 specialists, operating across borders and in 93 markets worldwide.
Amanda Morrissey, global president of iProspect, commented that they are a new force in the industry, one that draws on decades of expertise carefully brought together to create an agile, scaled, digital-first organization built for the future and delivering today.
“With precision and pace, the new iProspect is able to learn, flex and scale its output to transform a brands’ performance and provide effective business growth; immediately and in the future,” added Morrissey.
Meanwhile, Prerna Mehrotra, CEO of dentsu Media APAC and managing director of Media Group, dentsu Singapore, said that iProspect combines the science behind performance marketing with the art of brand building, saying that growth today lies at the intersection of brand and performance, these two areas are no longer mutually exclusive in the digital era but instead, a necessity.
“This unrivaled perspective, grounded in deep digital specialism and married with brand-building strategy, gives us the firepower to accelerate brand growth in the short and long term at scale. Having been part of this development, we know that the new iProspect proposition, one that is digital-first end-to-end that offers performance-driven brand building at a global scale, is one that will accelerate growth for our clients in the Asia Pacific region,” said Mehrotra.