Dentsu relaunches iProspect with ‘performance-driven’ focus

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Dentsu International has relaunched its iProspect agency around the world as a game changing digital-first performance-driven brand agency. 

The iProspect teams in the UK, in partnership over 90 other markets, will now collectively define what Dentsu called a new era in media and aims to be the first agency to offer performance driven brand building at a global scale.

As part of the launch, the new agency’s global proposition was revealed: “iProspect is an agency born at the intersection, where the science of performance marketing and the art of brand building come together. 

“This unrivalled perspective, grounded in deep digital specialism, enables it to optimise in real-time and with precision, in order to accelerate brand growth, in the short and long term.

iProspect

Through the belief in this proposition, iProspect has adopted the “Brands Accelerated” tagline to sit beneath a reimagined logo within a new, bold and accessible brand identity and website.

Amanda Morrissey, Global President of iProspect, said: “We are a new force in the industry, one that draws on decades of expertise carefully brought together to create an agile, scaled, digital first organisation built for the future and delivering today. 

“In fact, the only thing that has stayed the same is the name, but even that looks different.

iprospect rebrand

“With precision and at pace, the new iProspect is able to learn, flex and scale its output to transform a brand’s performance and provide effective business growth; immediately and in the future.”

Created from the ground up, the new agency has been collectively built by 93 local market teams working together and understanding the necessity for global consistency yet having the insight to locally adapt for their unique client, consumer and market demands. 

With this approach, the new iProspect is not a classic top-down ‘one size fits all’ global agency model, but more of an ‘all sizes fit within’ agency framework, with the same global vision and purpose.

James Bailey, CEO for iProspect UK, said at the launch: “The way iProspect operates is truly unique for a global agency and this new proposition is testament to that. 

“Having been part of its development, along with so many others in the business, we already know that it works for our market and our clients as it was built with optimisation around local and human nuance at its heart. 

“We have always been known as industry pioneers, by launching as a new digital-first end to end agency in the UK and globally, and with the might and scale of Dentsu behind us, we are more than ready to continue doing this and bring in a new era of performance driven brand building.”

Evolved capabilities  

The new agency will fuse existing capabilities such as brand building, strategic planning, business intelligence, marketing activation and performance optimisation, plus the capabilities of scaled services within Dentsu International; to give the teams huge breadth and depth of skills to draw upon to accelerate client growth.

Morrissey highlights how iProspect adapts to client need: “We will of course continue to do what our existing clients expect from us, but increasingly we know they want more and, I’m not just talking about upselling bolt-on services, but truly integrated holistic thinking. 

“By bringing together the deep specialisms we have with our brand building experts and also our digital and performance specialists, everyone benefits, and our total offering is enhanced too.”

The new iProspect is set up to focus on how consumers behave in their digital world and apply that to real world scenarios via a highly connected and creative use of media, regardless of channel. 

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New look: New ambition as Dentsu relaunches iProspect.

As digital specialists, its perspective allows it to rapidly optimise the work and adapt to ever-evolving human intent at those pivotal intersections in life, when culture, content, data, and technology meet.

These evolved capabilities are delivered by 8,000 dedicated specialists, operating across borders and in 93 markets worldwide. 

In the UK, Bailey will lead an executive board of media, technology and digital strategists alongside client integrators to ensure this new proposition not only meets, but exceeds, all local and international client’s end to end media, marketing, and advertising needs.

Regarding local clients, Bailey added: “We already partner with some amazing brands here in the UK, including Next, Goldman Sachs, Burger King, Weetabix, Unicef, H&M, Bet Victor and Gucci. 

“Through our new proposition we will continue working with clients, carefully matching their individual needs and our capabilities, so we drive maximum growth for them and their brand.”

An accessible brand identity  

As well as a new iProspect logo and the “Brands Accelerated” tagline, today’s launch also introduces a brand-new website and representation of its credentials. 

The new iProspect brand has been designed with accessibility and inclusion at its core. 

The typography, colour, and visual executions have been reviewed with leading accessibility experts at Microsoft Advertising to ensure that digital environments, platforms, and assets are accessible to all people. 

These forward thinking and universal design principles open up the brand to everyone, regardless of abilities or other characteristics that can make visual communication challenging, such as colour blindness.

Because diversity, equity and inclusion (DEI) is inherent at iProspect and within Dentsu international, the new brand rollout also sees the inclusion of closed captions across its calls, presentations, and videos.