Dentsu revamps iProspect with new model and tagline

Dentsu international has unveiled a refreshed iProspect, which is said to be a "game changing digital-first end-to-end media agency". In line with the launch, iProspect has adopted a new tagline: “Brands Accelerated”, which reflects the agency's new global positioning: an agency 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," dentsu said in a press release.

The new agency is also adopting an "all sizes fit within" agency framework, instead of a classic top-down "one size fits all" global agency model. According to dentsu, this comes as the different local market teams worked together and understood the necessity for global consistency, yet having the insight to locally adapt for unique client, consumer and market demands. 

As part of the revamp, the agency has also unveiled a new logo (pictured) and a new website along with its launch. iProspect's new branding is designed with accessibility and inclusion at its core, according to dentsu. The typography, colour, and visual executions have been reviewed to ensure that digital environments, platforms, and assets are "accessible to all people". This opens up the brand to everyone, regardless of abilities or other characteristics that can make visual communication challenging, such as colour blindness. In efforts to further embrace diversity, equity and inclusion, dentsu also said its new brand rollout will also have closed captions across its calls, presentations, and videos. MARKETING-INTERACTIVE has reached out for additional information.

The new agency, led by global president of iProspect, Amanda Morrissey, comes two months after the network folded its Vizeum brand into iProspect. According to dentsu, the iProspect teams in Asia Pacific will also be the first to offer performance driven brand building at a global scale.

The new agency will fuse its 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. The new iProspect is said 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. The capabilities will be delivered by 8,000 specialists, operating in 93 markets worldwide.

“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," Morrissey said. She added that 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 both in short and long-term. 

Prerna Mehrotra, CEO, media, dentsu APAC and MD, Media Group, dentsu Singapore said: "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. Having been part of this development, we know that the new iProspect proposition is one that will accelerate growth for our clients in the Asia Pacific region.” Mehrotra was recently promoted to the role of CEO, media, APAC in January 2021. She is responsible for driving dentsu’s global media strategy and delivery in APAC, ensuring its alignment and relevance in market with client-centricity at the core, developing an integrated portfolio of tools and capabilities to maximise the effectiveness, relevance and performance of client’s media.

Earlier in December 2020, dentsu said it is integrating about 160 brands to six global leadership brands within two years. The network also added previously that the transformation programme includes all service lines, functions and central teams and will initially be led by its largest markets which cover more than 80% of dentsu international's revenue.

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