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<ul><li><keyword id="4120995" type="COMPANY" weightage="20" keywordseo="iProspect">iProspect</keyword> has launched its Future Focus report that explores the intersection of consumer attention, commerce and data.</li><li>It has taken in account responses from 200 brand marketers in 29 countries.</li><li>Around 61% of the marketers polled for the report considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth.</li></ul>In today's world, convenience and relevancy of <keyword id="6354777" type="COMPANY" weightage="20" keywordseo="Media">media</keyword> to the consumer is key and 61% of marketers, polled for iProspect's '<keyword id="11085763" type="UNKNOWN" weightage="20" keywordseo="future-focus-2021">Future Focus 2021</keyword>: Brands Accelerated' report, considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth. The report addresses some of the most pressing aspects of modern marketing including; the battle for attention, wholesale changes in data privacy, and the emergence of assisted commerce. Combining evidence-based research with interviews and responses from over 200 brand marketers in 29 countries, the Future Focus 2021: Brands Accelerated report delves deep into the challenges and opportunities faced in the current global climate and within the immediate media landscape. The findings showed that around 2 in 5 marketers (42%) still think the linear path to purchase is as relevant today as it was decades ago, despite the rise of digital. While at the same time 32% of marketers feel that expanding commerce capabilities is important for the 2021 roadmap, however 26% see this as one of the most difficult challenges this year. <keyword id="10937590" type="UNKNOWN" weightage="20" keywordseo="Amanda-Morrissey">Amanda Morrissey</keyword>, Global President of iProspect, commented, “Despite the challenging times we live in, I believe there have never been so many opportunities in media. With our new and unique approach of performance-driven brand building, we are firmly optimistic about the future and resolved to make it happen, today. With Future Focus 2021: Brands Accelerated as their guidebook, I hope all marketers will be able to leverage the growth potential afforded at these significant intersections of media, data, commerce and culture.” <keyword id="10538998" type="UNKNOWN" weightage="20" keywordseo="Prerna-Mehrotra">Prerna Mehrotra</keyword>, CEO, Media, dentsu APAC and MD, Media Group, dentsu Singapore, commented, “Our aim is to guide marketers to explore these intersections at the new connection points for business and brand growth. By leveraging these trends where culture, technology, commerce, data and content converge, we can help them design experiences that are meaningful and valuable to consumers. The future focus at iProspect in APAC will be on working with clients to deliver on the promise of 'Brands Accelerated'.” Commenting on the report, <keyword id="3932871" type="PERSON" weightage="20" keywordseo="rubeena-singh">Rubeena Singh</keyword>, CEO, <keyword id="3142170" type="COMPANY" weightage="20" keywordseo="iProspect-India">iProspect India</keyword> said, "The report, is a detailed guide for marketers to help them with future-ready solutions specially in the current uncertain times. It helps understand how consumers behave in the digital world, and how this learning can be applied that to real-world scenarios via a highly connected and creative use of media. As a digital first, end to end agency, our perspective allows us to rapidly optimise the work and adapt to ever-evolving human intent at the pivotal intersections in life when culture, content, data, and technology meet." Practical Advice to Marketers: In addition to discussing and dissecting the impact of major global industry trends and innovations, the report spotlights the relevancy and opportunity for brands, regardless of sector, to capitalise on these seismic shifts in the media landscape. Examples of the report’s advice and guidance for marketers worldwide include: #1: Commerce is Everywhere Organisations should strive to build and maintain an accurate picture of their commerce capabilities across five key dimensions: desirability, availability, findability, buyability, and repeatability. This will help them define the most profitable commerce model for their brand, better integrate their e-commerce and stores into an actionable omnichannel strategy, explore new growth channels, and turn media opportunities into transaction opportunities. #2 The Battle for Attention Brands should consider factoring attention into their media optimisation and measurement efforts to elevate the impact and efficiency of their investment. To maximise audience attention, they should ensure the content and experiences they design truly align with consumer intent, and that the campaigns they develop do not relegate diversity and inclusivity as afterthoughts. #3 The New Data Playbook On the data front, organisations should embrace the new privacy-conscious world by re-evaluating the value exchange they offer to their audiences and anticipate technological changes to minimise business disruption. This is the occasion to explore opportunities for automation, evaluate the quality of the data they collect and process, and more broadly reflect upon how data is effectively used to inform decisions. The last point is of particular significance as the report found in some circumstances there are huge disparities between what the consumer and brand marketer think, when it comes to assessing data value. Only 9% of marketers believe helping a company improve products or services is an incentive for consumers to share their data, while 44% of consumers believe it is a good enough reason to release personal identifiable information (PII) to the brand.

61% marketers feel a highly convenient consumer experience is the most powerful lever for business growth: iProspect report

<ul><li><keyword id="180259" type="COMPANY" weightage="20" keywordseo="Dentsu">dentsu</keyword> international announced the launch of the new iProspect around the world as a game-changing digital-first end-to-end media agency. </li><li>The iProspect teams, in India and in partnership with over 90 other markets, will now collectively define a new era in media and be the first agency to offer performance-driven <keyword id="6698170" type="UNKNOWN" weightage="20" keywordseo="Brand-Building">brand building</keyword> at a global scale.</li></ul>Today, dentsu international has officially launched the new iProspect around the world as a game-changing digital-first end-to-end media agency. The iProspect teams, in India and in partnership with over 90 other markets, will now collectively define a new era in media and be the first agency to offer performance-driven brand building at a global scale. As part of the launch, the <keyword id="3158204" type="PERSON" weightage="20" keywordseo="New-Agency">new agency</keyword>’s global proposition was revealed: iProspect is an agency born at the intersection, 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. Through the belief in this proposition, iProspect has adopted the “Brands Accelerated” tagline to sit beneath a reimagined logo within a new, bold and accessible brand identity and website. <keyword id="10937590" type="UNKNOWN" weightage="20" keywordseo="Amanda-Morrissey">Amanda Morrissey</keyword>, Global President, iProspect said, “We are a new force in the industry, one that draws on decades of expertise carefully brought together to create an agile, scaled, digital first organisation built for the future and delivering today. In fact, the only thing that has stayed the same is the name, but even that looks different. 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; immediately and in the future. Created from the ground up, the new agency has been collectively built by 93 local market teams working together and understanding the necessity for global consistency yet having the insight to locally adapt for their unique client, consumer and market demands. With this approach, the new iProspect is not a classic top-down ‘one size fits all’ global agency model, but more of an ‘all sizes fit within’ agency framework, with the same global vision and purpose” Commenting on the launch, <keyword id="3932871" type="PERSON" weightage="20" keywordseo="rubeena-singh">Rubeena Singh</keyword>, CEO, <keyword id="3142170" type="COMPANY" weightage="20" keywordseo="iProspect-India">iProspect India</keyword> said, "With the launch of iProspect’s new structure, we are extremely proud to be the first agency to offer performance-driven brand building at scale. Over the years, our mission and vision have definitely evolved and with the rapidly evolving environment, one has to change. The one thing that has stayed constant is that we continue to remain focused on driving business results for our clients. By launching as a new digital-first end-to-end agency, we at iProspect, look forward to bringing future-ready solutions, which will further accelerate brand growth for our clients. With the might and scale of dentsu behind us, this structure is indeed set to define a new era of performance-driven brand building, not only in India but also globally." Evolved capabilities: The new agency will fuse 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. Morrissey highlights how iProspect adapts to client need, “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.” The new iProspect is set up 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. These evolved capabilities are delivered by 8,000 dedicated specialists, operating across borders and in 93 markets worldwide. In India, Singh will lead the new agency along with Muddassar Memon, <keyword id="188436" type="PERSON" weightage="20" keywordseo="Kaushik-Chakraborty">Kaushik Chakraborty</keyword>, Krishna Kumar, Santosh Mishra and Venkata Dontha to ensure that this new proposition not only meets, but also exceeds, all local and international client’s end-to-end media, marketing, and advertising needs. Regarding local clients, Singh added, “We already partner with some amazing brands here in India, including Fossil, HDFC, Max Life, Biba, KFC and ICICI. Through our new proposition we will continue working with clients, carefully matching their individual needs and our capabilities, so we drive maximum growth for them and their brand.” An accessible brand identity: As well as a new iProspect logo and the “Brands Accelerated” tagline, today’s launch also introduces a brand-new website and representation of its credentials. The new iProspect brand has been designed with accessibility and inclusion at its core. The typography, colour, and visual executions have been reviewed with leading accessibility experts at Microsoft Advertising to ensure that digital environments, platforms, and assets are accessible to all people. These forward thinking and universal design principles open up the brand to everyone, regardless of abilities or other characteristics that can make visual communication challenging, such as colour blindness. Because diversity, equity and inclusion (DEI) is inherent at iProspect and within dentsu international, the new brand rollout also sees the inclusion of closed captions across its calls, presentations, and videos.

dentsu International launches iProspect as a new agency in India and globally

<ul><li><keyword id="180259" type="COMPANY" weightage="20" keywordseo="Dentsu">Dentsu</keyword> brings <keyword id="2890842" type="LOCATION" weightage="20" keywordseo="Vizeum">Vizeum</keyword>’s media strategy and planning, storytelling, and brand building capabilities together with <keyword id="4120995" type="COMPANY" weightage="20" keywordseo="iProspect">iProspect</keyword>’s digital expertise, audience knowledge, and performance mindset.</li><li>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.</li></ul>Dentsu has announced 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 &amp; 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.” “We believe focusing our business capabilities around the consumer is the greatest advantage we can give our clients,” Huijboom added. 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.

Dentsu integrates iProspect and Vizeum to create a future-focused, end-to-end global media agency

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61% marketers feel a highly convenient consumer experience is the most powerful lever for business growth: iProspect report

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dentsu International launches iProspect as a new agency in India and globally

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Dentsu integrates iProspect and Vizeum to create a future-focused, end-to-end global media agency

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