Global Communications and Brand Strategy Manager
dentsu bolsters global media offering by bringing together iProspect and Vizeum brands to form future-focused iProspect brand globally
London, Jan 12th - dentsu today confirmed its intent to integrate iProspect and Vizeum to create a new, future-focused, end-to-end global media agency under the iProspect banner. By integrating these two award winning agencies, dentsu brings Vizeum’s media strategy and planning, storytelling, and brand building capabilities together with iProspect’s digital expertise, audience knowledge, and performance mindset. Clients will have access to the unique capabilities of both agencies, all from one integrated team leading the new territory of performance-driven brand building by delivering digital-first media strategies underpinned by data and technology at every touchpoint in the consumer journey. The new iProspect media agency will draw from the broader dentsu capability set, allowing clients the flexibility to seamlessly build bespoke and specialised teams with resources from across the network. Clients will gain access to expansive new audience insights, integrated and more effective strategies, market-leading planning and activation, and unparalleled business performance. Carat and dentsu X clients will continue to access industry leading digital performance services through our dentsu Media Scaled Services. The new iProspect entity will be led by Global President Amanda Morrissey, bringing together more than 8,000 media and performance specialists across 93 key global markets. “iProspect is designed for clients at the intersection of brand and performance. We believe brand drives performance, and performance drives brand. We no longer exist in an ecosystem where these elements can be planned and bought separately. We must look at business and brand goals through a combined lens, bringing accelerated growth for our clients,” said Amanda Morrissey, Global President, iProspect. “By focusing on how consumers behave in their digital world and applying that to real world scenarios via a highly connected and creative use of all channels, we position our clients to combine the learnings from the short and long term to drive more effective business growth today and tomorrow.” Peter Huijboom, dentsu international Global CEO Media & Global Clients, said, “At dentsu our goal is to help our clients to make meaningful progress and thrive in a world of change. Because we know people better than anyone else, we deliver human-centric solutions designed to drive growth for our clients and good in society. By bringing iProspect and Vizeum together we are creating a global digital-first, end-to-end media proposition. This will give our clients a scaled choice that sits alongside Carat’s brand-first approach and dentsu X’s experience-driven approach while also allowing greater access to our Creative and CXM service lines.” The new agency will now be launched through a phased market plan over a three-month period with a target completion date of 31st March 2021. This integration is a proof-point of dentsu international’s strategy to simplify how it operates to deliver even greater agility and flexibility for clients through a more focused portfolio of six leadership brands. 0
3 min read
LinkedIn: No Longer Just a B2B Platform
LinkedIn has quickly evolved from a social networking site for business professionals, to becoming a key brand and performance platform for iProspect, both for the iProspect agency brand, and for iProspect clients globally. As iProspect celebrates the milestone of 100,000 followers, it is clear that LinkedIn has moved past a simple B2B platform, and is now a key channel in helping to drive iProspect’s global EVP, allowing an insight into activity across our 94 offices in 56 countries. iProspect has seen success on LinkedIn as not just a channel for content distribution to industry leaders, but one that allows new talent pools the ability to viewing life at iProspect, with career pages receiving 5,000 average views per month globally. The rich range of offerings on the LinkedIn platform allows for a variety of media types, CTA’s and content amplification and organic industry distribution. While a strong tool for iProspect’s agency brand marketing, LinkedIn is also a key player in our media mix, ensuring we are able to deliver success for clients, expanding from beyond B2B to the consumer space. “Currently, iProspect is leveraging the full suite of media opportunities on LinkedIn and finding tremendous success, especially in the performance space. LinkedIn’s ability to identify business decision makers in the B2B space is unmatched, which allows us to target strong performance metrics across a variety of KPIs, including lead gen, acquisition and traffic. Many of our clients have been finding success within LinkedIn for some time now, but we’ve recently started seeing success expand beyond B2B into the consumer space, especially for our travel and hospitality clients as they focus on their rewards program acquisition. We’ve seen LinkedIn’s value expand beyond just their targeting capabilities within the B2B space, and really develop a strong product offering for marketers from a creative standpoint. Products like natively hosted video and remarketing capabilities put LinkedIn’s offering on par with their other social counterparts. Their measurement capabilities have also greatly expanded to help determine the value of our media that is placed on the platform. Lastly, we’ve seen inventory scale tremendously over the last year as consumers are spending more time on the platform since the social networking capabilities have expanded. Consumers are no longer just using the platform for job hunting, but truly networking with those around them, which unlocks more possibilities for our clients.” Jordan Jacobson, VP, Head of Social Media “LinkedIn’s ability to target at a granular level is a great way to drive performance whether that be driving event leads for a B2B client or elongating dwell time with great content for B2C clients. We currently use LinkedIn for B2C clients for a lean in manner - whether that’s product updates or a CSR initiative that they want to increase awareness of. LinkedIn were traditionally seen as the holy grail for B2B marketeers - the best platform for reaching key decision makers and whilst that is still true they have started to tap into recent consumer behaviour and stepped up their game. First came video ads and of recent times carousel ads; yes they were behind other platforms but whenever LinkedIn roll out new ad functionality there are less ‘teething issues’ than other platforms. LinkedIn is no longer just a B2B platform - if you have something to say in an authentic way LinkedIn should be part of your media mix.” Catherine Chappell, Client Partner, Performance Solutions 0
3 min read
