TOKYO, JAPAN — Dentsu international officially launches the brand new iProspect around the world as a game-changing digital-first end-to-end media agency. The iProspect teams in Asia Pacific, in partnership with over 90 other markets, will now collectively define a new era in media and 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.”
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, comments; “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.”
“With precision and at 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,” Morrissey added.
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.
Prerna Mehrotra, CEO, Media, dentsu APAC and MD, Media Group, dentsu Singapore comments: iProspect combines the science behind performance marketing with the art of brand building. 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 unrivalled 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.”
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. 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.
An Accessible Brand Identity
In addition to the new iProspect logo and the “Brands Accelerated” tagline, the 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.
