Marketing is no longer the same as it was a few years ago. As digital media permeates into all aspects of our lives, straightforward and intuitive media, (for example, tweets, status updates, and videos) turn out to be increasingly useful. Such abundance of opportunities gives advertisers a significant advantage, yet it additionally drives higher client demand. Everything is going mobile, and clients require the services and content at their fingertips — anytime, anywhere.
This is where iProspect leads the market. iProspect is a global business performance agency — buying media and driving business performance for brands. The iProspect global team works across the network of 4,000 employees spread over 89 offices in 54 countries.
Founded in 1996, iProspect has since become part of the Dentsu Aegis Network, and now drives business performance for some of the world’s leading advertisers including Gucci, AccorHotels, DIAGEO and General Motors.
At iProspect, they not only have specialists who understand different avenues of digital marketing but also know how to bring it all together. Keeping clients on the highest pedestal, they engage in a simple yet effective approach that helps them connect with consumers across every channel. Their pivotal goal is to grow and evolve businesses in a tangible manner.
A Passionate Leader with Rich Digital Experience
As Global President, Ruth oversees the worldwide iProspect proposition, business growth strategy and the development of focused initiatives and workstreams bolstered by the Dentsu Aegis Network.
Ruth has more than 25 years’ experience in Media and Digital Marketing. She joined iProspect Asia Pacific to administer the search and performance marketing service and quicken the digital media capabilities across the group in 2011. Before this, Ruth held leadership positions with Mediabrands and GroupM Interaction Asia Pacific in the capacity of founding CEO and put in 10 years with Euro RSCG Worldwide heading its digital media operations in New York, Hong Kong and Sydney.
During her five years as CEO for iProspect Asia Pacific, Ruth expanded the business from 40 individuals to more than 1,000, brought seven businesses into iProspect through acquisition and accomplished more than 50% growth in revenue YOY.
Ruth considers herself fortunate to have been surrounded by leadership that supported her progression and strategy for the business over the years.
Obstacles we face on a daily basis are common to most people in our industry I believe. We are impacted mainly through navigating legacy business models in our ability to drive real growth in the digital economy.
This impairs our ability to be agile and innovative most importantly. I believe the best way to navigate challenges and obstruction is head on, with logic, honesty and a commitment to finding a solution together. I believe iProspectors share this approach. After all, we are evaluated on how we perform and deliver. It’s in our DNA. — shares Ruth.
Distinctiveness in Everything iProspect does
The exclusivity of iProspect in every aspect of business has helped them understand client better and provide them with the best solutions possible. Throughout these years, they have been –
Bold: iProspectors are swift. They tackle their clients’ business challenges with digital strategies built on data driven insight and delivered via smart technology use.
Pioneering: iProspect drives a culture of innovation and a mindset of ‘constant curiosity’; they are an inquisitive culture always looking to challenge the status quo.
Ambitious: The iProspect team is always aiming for a better tomorrow. As they move forward with award-winning campaigns, top-of-the-line expertise, and highly motivated customer service, the team make sure that they never miss the mark and carve out newer possibilities.
Responsible: They believe in getting genuine results and delivering it the right way. Quality is of paramount importance; they take ownership of their actions and keep an open communication — iProspectors believe in treating people well at every level.
Collaborative: The team collaborates not only with the global iProspect network and Dentsu Aegis partners but also with their clients. They drive a culture of unity by working together to elevate their expectations, work, partner and client relationships.
‘People, Values and Approach’
A significant amount of key assets has helped iProspect overcome every roadblock, but the most important ones according to Ruth are their people who have stood by them at every point, their network and values which are at the core of iProspect, and their approach to partnerships.
We believe the key factors that help us are — Our people –because we are performance, we share the same values and aspire to a common ambition. Our network and our values — because they are reflected in the way we work and the way we treat each other and our partners every day. Our approach to partnerships — we believe collaborative, responsible, authentic partnerships result in positive shared business outcomes.
Getting Motivated at Every Corner
Ruth has inspired numerous individuals throughout her life. Talking about inspiration, Ruth believes that learning something new every day and seeing how her teams address challenges inspire her. Also, the people she works with and exploring the possibilities of how she can influence change, drive progress and perhaps even impact the digital divide, excel her every day to do more and be the change she wants to see in the world.
A Wholly Digital Business Heading into Digital Economy
As iProspect heads into a 100% digital economy, Ruth sees a lot of disruption ahead. The firm is already a 100% digital business and their role in influencing the direction their clients take becomes critical now. Emerging markets are leapfrogging the west in the utilization of technology and platforms. And the team believes that this is also an area they will drive a lot of progression and innovation, from the role of voice, AI and machine learning — especially about mobile and commerce. Their capabilities, solutions and relationships have shifted from using data they collect and analyze to reflect media performance — to using data and technology to deliver better outcomes. These factors and more are shaping the direction of their business today and into the future.
Future of AI, ML and iProspect
As there will be a lot more attention paid to automation (AI and ML), innovation pertaining to search (Voice, ecommerce and data) and omnichannel platforms for optimization — a more from iProspect is expected in these areas. “We continue to develop new solutions through smart application of our core product set, combined with aspects of our key partnerships (including our sister agencies, our clients and tech and media partners). In 2016, we launched Intelligent Content (through our partnership with John Brown) and Co Op (with Google). We will deliver more solutions that will address some of the biggest challenges our clients face,” adds Ruth.
This article originally appeared on Insights Magazine, July 4th, 2017