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How iProspect Is Building an End-to-End Media Mindset

How iProspect Is Building an End-to-End Media Mindset

Danielle Gonzales, CEO Americas, and Duncan Smith, Chief Media Officer US, at iProspect sat down with Adweek to discuss where the agency is headed and the new media mindset.   How have iProspect’s own brand initiatives progressed since the refresh in March? How has iProspect redefined itself? Danielle Gonzales: It’s been a transformative moment for iProspect—we evolved our organization to offer clients a competitive advantage by bringing a performance mindset to all media decisions. In addition, we’ve cross-trained our teams, brought together expert skillsets, [and] better enabled tools and technology to be used for end-to-end connectivity.  We’ve already seen a considerable amount of progress with the positioning and output of iProspect over the last year. The vision of iProspect enabled significant wins, such as Cox Communications and LinkedIn, as a true full-service, performance-driven media agency. We have been accelerating the delivery of those services not only for Cox Communications and LinkedIn but across our client portfolio every day.   Not only has the balance of the work shifted, building on our world-class performance foundations to offer more strategic and omnichannel activation, we have also evolved the internal organization and services to form a cultural mindset. Over the past year, we have built a larger, stronger and more consolidated strategy team to work across our entire portfolio, continuing to drive market-leading thought leadership around all things performance while balancing that with award-winning brand strategy and personnel. We have also doubled down on communications planning expertise and are currently raising the bar for those disciplines across the entire body of our account management and planning teams.    As we continue to evolve and accelerate growth, we want to ensure that our mission to close the gap between brand and demand is well heard, understood and embraced by our clients and the industry. In addition, we will continue to develop thought leadership around the intersection of all things performance. How has the company’s approach to performance marketing evolved? How has the definition sharpened or been refocused in terms of the work iProspect has been doing? Duncan Smith: iProspect has always been at the vanguard of performance marketing. Our belief that no dollar should be left unaccounted for can now be applied across every interaction with a consumer, driving communications and commerce up and down the marketing funnel. To achieve this means taking the lens of performance to all of the media and marketing decisions activated by our clients—evolving our product to be more strategic and consultative, more outcomes-focused across every touchpoint, and more dynamic and addressable in execution. Check out the full article here 0

Danielle Gonzales Joins iProspect as Its First North America CEO

Danielle Gonzales Joins iProspect as Its First North America CEO

NEW YORK, NY — October 5, 2021 -- iProspect, a dentsu company, announced today that it has appointed Danielle Gonzales as its first North America CEO. In this new role, Danielle will guide over 1,000 specialists across the US and Canada, leading a unified team in elevating the agency’s end-to-end capabilities to accelerate growth through a performance mindset. Danielle will report to Doug Rozen, CEO, dentsu Media – Americas and become a member of the dentsu Media Americas executive team. With a deep knowledge of changing consumer behaviors, innovative media connections, and data-driven storytelling, Danielle is known for how she redefines media approaches that push business outcomes. Danielle joins iProspect from Publicis Groupe, where she was recently elevated to President and Chief Client Officer of Publicis Media North America. Before that she was President and Chief Client Officer at Starcom, where she led North America and global client partnerships for KraftHeinz, McDonald’s, and BeamSuntory across Publicis Groupe’s media, communications, data, and tech teams. With over 25 years of industry experience, Danielle has helped transform clients’ marketing and communications connections from siloed to complete consumer experiences.  Before her leadership positions at Starcom, she led the largest multicultural media agency Tapestry for more than a decade. At Tapestry, Danielle successfully grew the business by double digits for five consecutive years. Doug Rozen, CEO, dentsu Media Americas said: “Danielle is a get it done, master practitioner that truly knows the how, the what, and the why -- which allows her to push the status quo and stay ahead of what’s next. Her ability to understand the radical shifts in media and develop client friendships beyond just a professional relationship is exactly what the new iProspect requires to capitalize on their impressive full suite of services. Danielle brings a leadership style of boldness and empowerment that not only champions systematic change, but creates an inclusive environment for our people, clients, and partners.” Danielle is also a well-recognized industry leader, having been named Ad Age’s Women to Watch, Adweek’s Media All-Star, and HispanicAd.com’s Media Planning Executive of the Year in recent years. On joining iProspect, Danielle commented: “The next evolution of marketing involves improving performance at every bend of the consumer journey, and iProspect’s unmatched expertise and craftsmanship makes them unstoppable. I’ve seen first-hand the power of product and the value it brings to global brands and iProspect is perfectly positioned as the agency to not only accelerate growth for those brands, but also make a distinct impact on the industry. I’m excited to lead this forward-thinking team focused on delivering real outcomes.” Amanda Morrissey, Global President, iProspect added: “iProspect is the agency designed to deliver more effective growth across the entire media spectrum through the intersection of brand and demand. Danielle’s fierce ability to know consumers and their needs will play an integral role in shaping iProspect’s unique culture and client relationships.” Danielle joins iProspect at a transformative moment, recently launching into a game-changing digital-first end-to-end media agency. iProspect was also chosen as a global strategic media partner for LinkedIn anchored out of the US, and named the agency to handle Cox Communications US ad planning and buying business. In addition, it has won numerous accolades at industry events this year, including the Cannes Lions Festival of Creativity. Original article on Adweek   Danielle Gonzales joins iProspect as its first North America CEO NEW YORK, NY — October 5, 2021 -- iProspect, a dentsu company, announced today that it has appointed Danielle Gonzales as its first North America CEO. In this new role, Danielle will guide over 1,000 specialists across the US and Canada, leading a unified team in elevating the agency’s end-to-end capabilities to accelerate growth through a performance mindset. Danielle will report to Doug Rozen, CEO, dentsu Media – Americas and become a member of the dentsu Media Americas executive team. With a deep knowledge of changing consumer behaviors, innovative media connections, and data-driven storytelling, Danielle is known for how she redefines media approaches that push business outcomes. Danielle joins iProspect from Publicis Groupe, where she was recently elevated to President and Chief Client Officer of Publicis Media North America. Before that she was President and Chief Client Officer at Starcom, where she led North America and global client partnerships for KraftHeinz, McDonald’s, and BeamSuntory across Publicis Groupe’s media, communications, data, and tech teams. With over 25 years of industry experience, Danielle has helped transform clients’ marketing and communications connections from siloed to complete consumer experiences.  Before her leadership positions at Starcom, she led the largest multicultural media agency Tapestry for more than a decade. At Tapestry, Danielle successfully grew the business by double digits for five consecutive years. Doug Rozen, CEO, dentsu Media Americas said: “Danielle is a get it done, master practitioner that truly knows the how, the what, and the why -- which allows her to push the status quo and stay ahead of what’s next. Her ability to understand the radical shifts in media and develop client friendships beyond just a professional relationship is exactly what the new iProspect requires to capitalize on their impressive full suite of services. Danielle brings a leadership style of boldness and empowerment that not only champions systematic change, but creates an inclusive environment for our people, clients, and partners.” Danielle is also a well-recognized industry leader, having been named Ad Age’s Women to Watch, Adweek’s Media All-Star, and HispanicAd.com’s Media Planning Executive of the Year in recent years. On joining iProspect, Danielle commented: “The next evolution of marketing involves improving performance at every bend of the consumer journey, and iProspect’s unmatched expertise and craftsmanship makes them unstoppable. I’ve seen first-hand the power of product and the value it brings to global brands and iProspect is perfectly positioned as the agency to not only accelerate growth for those brands, but also make a distinct impact on the industry. I’m excited to lead this forward-thinking team focused on delivering real outcomes.” Amanda Morrissey, Global President, iProspect added: “iProspect is the agency designed to deliver more effective growth across the entire media spectrum through the intersection of brand and demand. Danielle’s fierce ability to know consumers and their needs will play an integral role in shaping iProspect’s unique culture and client relationships.” Danielle joins iProspect at a transformative moment, recently launching into a game-changing digital-first end-to-end media agency. iProspect was also chosen as a global strategic media partner for LinkedIn anchored out of the US, and named the agency to handle Cox Communications US ad planning and buying business. In addition, it has won numerous accolades at industry events this year, including the Cannes Lions Festival of Creativity. Original article on Adweek   0

The Beginning of A New Era

The Beginning of A New Era

The global demand for privacy is one of the most consequential consumer dynamics at play today.   Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii]   In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems.   For brands and the advertising industry, the magnitude of this evolution is massive.   On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption.   Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]).   In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v]   In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless.   For more, download the full report today: http://ow.ly/KDTK50FKTaJ    [i] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents   [iii] MMicrosoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [iv] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020   [v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021 0

Making the most of Attention by Aligning UX with Consumer Intent.

Making the most of Attention by Aligning UX with Consumer Intent.

This article is authored by Chris Philp, VP, Lead, SEO and Karen Kysar, Senior Director CX Strategy.    Advertising campaigns are not the only ways for brands to get consumers’ attention. Guiding them when they search for information, helping them to learn more about a topic, and assisting them in accomplishing what they want are powerful means for brands to capture their interest and to influence what happens next.   To design valuable, consumer-centric experiences that will be noticed by their audiences, marketers should focus on three priorities: correctly interpreting intent, solving users’ problems and delivering on expectations.   Understand intent Correctly interpreting intent is not just about observing consumers’ search activities and the various tasks they perform throughout the day, but also about understanding their reasons and the context around them. First-party data is a good place to start. For instance, website analytics inform about the kind of audiences you attract, CRM data show who buys your products, and customer support data cast light on consumers’ struggles. To complement these data sources, ad hoc surveys can capture consumers’ attitudes, motivations and triggers. For example, running a large-scale quantitative survey of first-time moms helps understand what their everyday looks like, where they are seeking advice, and how they handle caregiving issues. To give voice to that data, small-scale user studies enable you to hear directly from first-time moms (e.g., the types of searches they perform). As privacy regulations give consumers more control about how their data is used, we anticipate that consumer surveys will see renewed interest from brands. By encompassing what audiences express and how they interact with your brand, this approach makes it possible to truly know audiences as people. You can then develop actionable portraits rooted in data which help identify areas where your brand is well positioned to win with content and develop content roadmaps that truly address your audience needs.   Solve a problem To help consumers solve a problem, start with a shift in focus from the brand to the consumer. It is about adapting the brand response to the consumer moment, and recognising that all these moments are not necessarily about purchasing a product. For instance, Google has identified four pivotal micro-moments: I want to know, I want to go, I want to do, I want to buy. When first-time moms look to soothe their crying infants, they will often turn to search engines. The keywords they use carry a lot of intent and emotion. A search for “swaddle” may be about looking for a product, while a search for “swaddling” may be about looking for information on whether it is safe. In both cases, these keywords are proxies for the underlying problem: how to get a baby to sleep through the night. In the search engine result pages, results for the “swaddle” query are centred around products – which only partially addresses the bigger problem at play – and there is a lot of advertising competition. Conversely, the query “how to get a baby to sleep through the night” returns the “Interesting finds” component, which provides users the option to land on a content page. For brands, it is an opportunity to demonstrate they understand people’s intent and context, and to provide a valuable solution rather than focusing solely on the product and transaction. From telecom companies developing guides around improving Wi-Fi reception to water treatment companies educating consumers about contamination of water, this approach using value as the key factor to capture attention is applicable across all industries. By understanding intent and assessing the search engine results page and content types delivered, brands can much better assess not only the problem, but the best suited format for delivery, too - whether that is a video, an article, an image or other.   Deliver on expectations Delivering on expectations means ensuring that you are not only showing up when people search, but also that they can convert easily once they land on your website. This requires acting simultaneously in two dimensions: the user experience (UX) and the technical side. There is an important difference between a website that looks clean and a website that is truly user friendly. Analytics can help you detect the most problematic bottlenecks of your website. Then, user testing can help you understand the various reasons behind these bottlenecks, such as a frustrating product catalogue organisation, or an impractical checkout. These insights can help you address the most urgent pain points through A/B testing, and ultimately improve your UX. From a technical standpoint, there is a host of aspects to consider, starting with site speed. Site speed is fundamental in user experience, and has a strong influence on bounce rate and conversions. Marketers should regularly monitor their site speed, using online tools such as Google PageSpeed Insights. Additionally, UX plays an increasingly important role in search engine rankings. From May 2021, page experience signals (e.g., mobile friendliness) will be included in Google Search ranking. Simply put, UX is not only important for making the most of the attention of people who reach your website, but it also conditions your ability to get the attention of additional users through search results!     As one marketer out of two (48%) declares that not being consistent across every element of the consumer experience is a main challenge for long-term trust in their brand (iProspect 2020 Global Client Survey), strategic use of content presents a true opportunity to bring the experience together - from attention to transaction - by making the most of consumer intent and context through value.     This article is excerpted from the report Future Focus 2021: Brands Accelerated. Download it now for key insights on how brands can make the most of brand and performance to accelerate their growth. 0