The Intersection of Reflection and Activism: Bringing Pride 365

The Intersection of Reflection and Activism: Bringing Pride 365

Pride. A celebration of LGBTQIA+ identities, a movement for equality, acceptance, and visibility; and a time for brands to display their allyship.

4 mins read

Appreciating our Paternal Figures: Happy Father’s Day from iProspect

Appreciating our Paternal Figures: Happy Father’s Day from iProspect

Happy Fathers Day from iProspect

4 mins read

Hollister X Lago Vista Snap Selected as Winner at The 14th Annual Shorty Awards

Hollister X Lago Vista Snap Selected as Winner at The 14th Annual Shorty Awards

Hollister X Lago Vista Snap has been selected as Winner at the 14th Annual Shorty Awards

1 mins read

The Media Experience

The Media Experience

The Media Experience opens the aperture for talent without technical expertise to join the advertising industry while meeting real business needs, welcoming newcomers from diverse pipelines including those re-entering the workforce, those in other industries looking to pivot to media, recent college graduates, and those without college degrees.

1 mins read

Commending our Caregivers: Happy Mother's Day From iProspect

Commending our Caregivers: Happy Mother's Day From iProspect

Commending our Caregivers: Happy Mother’s Day from iProspect

3 mins read

Earth Day 2022: Investing in Growth Through Sustainable Media

Earth Day 2022: Investing in Growth Through Sustainable Media

There is no denying that climate change is a crisis. Dentsu and Microsoft Advertising partnered to publish a global research study around sustainable media that found that business leaders increasingly see climate change as a threat to their bottom line that needs to be addressed.

3 mins read

News

dentsu bolsters global media offering by bringing together iProspect and Vizeum brands to form future-focused iProspect brand globally

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iProspect snaps up Josh Dwiggins as new Global Chief Client Strategy Officer

iProspect snaps up Josh Dwiggins as new Global Chief Client Strategy Officer

iProspect announces the appointment of Josh Dwiggins to its global leadership team as Global Chief Client Strategy Officer.

2 mins read

Women's History Month 2022

Women's History Month 2022

We’re honoring Women's History month with a special episode of the pod – We have some amazing women across our dentsu media agencies join us to share their perspective of being a woman in business, including the opportunities and breaking the biases.

26 mins read

BreaktheBias Championing Growth Through Intersectionality

BreaktheBias Championing Growth Through Intersectionality

#BreaktheBias: Championing Growth Through Intersectionality

3 mins read

Operating in the intersection of 3 Cs can help brands win

Operating in the intersection of 3 Cs can help brands win

At the launch of the dentsu-e4m advertising report 2022 on Tuesday 1st February, iProspect’s Global President Amanda Morrissey shared the global perspective of convergence. Morrissey began her keynote address by highlighting that the actual convergence of media happened during the Covid-19 pandemic. “We have been talking about the convergence of media quite forever but all these years media was focussing on consumers' life, not in the technology world. The actual convergence happened during the pandemic when the long-pending fundamental change occurred”, Morrissey said.   While most media experts blame it on a change in consumers’ behaviour during the pandemic, Morrissey says otherwise. According to her, “It is not just the changing consumers’ behaviour because their behaviour has been changing earlier as well. It is actually a change in consumers’ conscience; the way they think about their problems and the lens through which they see the world has fundamentally changed. And this will continue to change their decisions moving forward.”   She noted that consumers' are now experiencing new ways of interaction with brands, new ways of entertainment, they are learning how media operates and how it gets delivered and that is where the lines of fundamentals are blurring.    “We can’t think of offline and online journeys separately because they are intertwined,” says Morrissey adding that the digital and virtual worlds are blurring and sometimes they are replacing the physical world as they all are interlinked. The pace of this change is not slowing down.   Morrissey laid emphasis on the 3 Cs for convergence-culture, content, and commerce. Explaining the success formula for the advertising sector, she noted, “Opportunity for growth lies in the intersection of culture, content and commerce, all powered by data. Brands will win in this world of convergence if they operate on intersection of culture, content and commerce and focus on delivering today and building a better tomorrow simultaneously”.   “We need to think about tomorrow, today, Morrissey said, adding that the change in fundamentals is being witnessed all across the world”, she added.   Citing the example of the UK, where she resides, Morrissey said that doorstep delivery of items grew by 120 percent in the pandemic which created huge opportunities for brands that were into d2C segment and those with physical shops to incur losses in the tune of 22 percent. She said that the US is expecting up to 18-45 percent growth in various categories in the online commerce segment. She also highlighted how the Chinese purchased over 40 percent of the goods online even before the pandemic, compared to 22 percent in the UK and 18 percent in the US.   “The behaviour of Chinese consumers is not due to technology but their openness to brace new things and willingness to shop online. The markets adopted technology according to the consumers' need, Morrissey further added.   Citing a quote by Cedric Charbit, CEO of Balenciaga-“We need to set ourselves up to anticipate the change, rather than process the change when its too late”, Morrissey advises marketers to be ahead of consumers and not respond to their needs.   She also gave an outline of changes likely to appear in the future such as everything will be shoppable, all forms of brand conversations be it video or text or anything, will allow shopping and contactless payment.   “Consumers' expectations are super high. They are very demanding now. The question is how brands are readying themselves to treat their consumers meeting their expectations. Apart from brand building, marketers will have to provide seamless experiences and interaction points to their consumers. Every media should be like performance media,” Morrissey explained. She said that her company is offering a series of tools to brands to keep a track of consumers interactions.   Talking about Metaverse and NFTs, Morrissey says innovations of the virtual world have started blurring lines with the physical world and the brands should be ready to leverage these technologies. “We are planning an entire ecosystem for brands that operate in the intersection of physical, digital, and virtual world to offer a broad range of immersive experiences. We are also working on how to add haptic technology in the virtual world so that users can touch and feel in the virtual world and bring them into the real-life world. We are also working on NFTs for clients,” Morrissey told the audience explaining how iProspect was blending virtual and physical worlds for the brands which want to remain ahead in the race.   Morrissey further added that the consumers will take decisions based on their gut feelings and hence brands should substantiate every claim that they make about any product, they have to have a sustainable strategy. “People focus on healthcare and wellness. Self-care brands will be expected their products of impact on consumers' lives, health monitoring, make more experiences able to make better choices. Predict and add value”, she said.   Adding further, Morrissey noted that ethics is at the heart of decision making and that brands need to think about the environment, ethical growth of business because consumers can see everything that brands do, including the supply chain.      Find the article originally published here: http://ow.ly/4jIM50HS072 Content 0

5 mins read

iProspect’s CES 2022 & The Future of Tech Report

iProspect’s CES 2022 & The Future of Tech Report

New technologies change the way consumers interact with the world around them and with each other. Two years into the global pandemic and ideas and products have emerged that reimagine how we do things in our new way of living. 2022 will be an interesting year for the tech industry, as we will see more of proactive product development versus the reactionary pivots that we saw in 2021.  The pandemic continues to place more emphasis on certain industries based on how our society has needed to connect, work, and shop from afar. There is an accelerated attention towards more practical products and applications that fulfill our near-future needs; however, we still have our eye on conceptual tech ideas and a far-future imagined. CES presents an enormous opportunity for brands to add value to their overall customer experience – it’s not about finding the next big thing, but about how that thing is going to change the future of brand marketing. We’ve identified some of the latest technologies and how they can be applied to current business challenges, grounding emerging trends with consumer insight and understanding to test the right technologies today - and preparing brands for tomorrow. iProspect’s CES 2022 & The Future of Tech Report includes:  Tech trends to watch for 2022 Virtual show floor tour presented by Yahoo and MediaLink Two episodes of “dentsu @CES Unscripted” podcast series dentsu x The Verge | CES 2022 virtual session Click here to download the report. 0

2 mins read

5 Minutes with Danielle Gonzales

5 Minutes with Danielle Gonzales

Danielle Gonzales joined iProspect as its first ever North America CEO in October - and at a bit of a transformative moment for the business, having recently launched as a global full-service media agency.

8 mins read

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