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<ul><li><keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu international</keyword> introduced the 'new' iProspect to the world last week.</li><li>In the word of the network, it is now a game-changing agency that offers digital-first end-to-end media approach that could be marked as the beginning of a new era of performance-driven brand building in India.</li><li>We reached out to <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> to understand what the new in iProspect is.</li><li>She shares a few factors that will help the agency get a clearer edge in the market, how changing people’s preconceptions about iProspect -- that it is no longer just a performance agency -- will be the biggest challenge ahead and the growth plan for 2021.</li></ul>dentsu International’s new iProspect is the first agency in India to offer performance-driven brand building on a global scale. Earlier this year, dentsu International also integrated Vizeum with iProspect, bringing together the former’s media strategy and planning, storytelling, and brand-building capabilities with the latter's digital expertise, audience knowledge, and performance mindset. Globally, the agency network has been on a consolidation spree. It is trying to simplify how it operates to deliver greater agility and flexibility for clients through a more focused portfolio. Rubeena Singh, CEO, iProspect India told us how everything is changed at the agency, but its name. It isn’t just a logo or website revamp. iProspect has a completely new all-sizes-fit-within approach to offer to its clients. It will look at the advertising world with a combined lens of human-centric solutions that drive growth for its clients; it is designed at the intersection of brand and performance. She further shared with us how the agency will continue to keep inclusion at the centre of all its communications and why she thinks the agency will attract a unique portfolio of clients with its new avatar. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Walk us through all that new about iProspect now?" text="Q) Walk us through all that new about iProspect now?">Q) Walk us through all that new about iProspect now?</cmsannotation> Two agencies with a lot of heritage and globally scaled brands have come together to make this new iProspect. We have a new proposition, a new approach to working, enhanced capabilities and integrated teams. The only thing that has remained the same is the name, the reason for this is two-fold… Firstly, and most crucially, we wanted to spend more of our time and energy on building solutions for our clients than building our own agency brand. Secondly, the iProspect brand name already has a huge global footprint and is universally synonymous with digital excellence that has performance at the centre. We, therefore, felt that keeping the iProspect name was the right thing to do, as so much of the brand recall is already in place. By integrating two award-winning agencies, we bring 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 of highly skilled experts from across a multitude of media specialisms. We are in a unique position to help brands accelerate their growth by offering a digital-first end to end solutions. <cmsannotation type="cmsannotation" annotationid="Q) From a structural perspective, how will things be different? Are you planning to train more employees in performance marketing in India or hire new employees?" text="Q) From a structural perspective, how will things be different? Are you planning to train more employees in performance marketing in India or hire new employees?">Q) From a structural perspective, how will things be different? Are you planning to train more employees in performance marketing in India or hire new employees?</cmsannotation> We have reorganised ourselves in India to be able to offer this integrated approach to our clients. Where there were specialists that were looking at particular silos we have brought them together now and integrated them as a team. Today, at one unit, we'll be able to offer clients access to expansive new audience insights, integrated and more effective strategies, market-leading planning and activation, and unparalleled business performance. We will continue to upskill our current talent and also bring in new people as the business grows. <cmsannotation type="cmsannotation" annotationid="Q) What will be your focus areas as the agency dons its new avatar?" text="Q) What will be your focus areas as the agency dons its new avatar?">Q) What will be your focus areas as the agency dons its new avatar?</cmsannotation> The launch is just a beginning. We will now start demonstrating our digital-first, end-to-end solutions and also focus on building a culture for our teams where our teams can thrive. As an agency, we want to be behind the biggest growth stories in the business. Our mission is to deliver smart, scalable, honest, and relevant work that grows business, enriches our clients and makes media momentous. To do this, we need to focus on our current clients and understand how we can better help them succeed and grow their businesses through our dual-lens perspective of brand and performance. We will also look to partner with other brands, both domestic and international, who find themselves at a pivot point in their digital transformation in media. This is where we will make the biggest difference and where our skill sets can drive bigger and better growth for our clients. Q) Tell us a bit about the gender ratio at the agency. Your press statement mentions that diversity, equity and inclusion (DEI) is inherent at iProspect and within dentsu international, tell us how have you tried to make your agency inclusive and what are some of the things you would be doing this year to make it more inclusive? Because diversity, equity and inclusion (DEI) is inherent at iProspect and dentsu international, the new brand rollout also sees inclusion at the centre of all our communications. At iProspect India, we are trying to do our bit to remove/reduce some of these hurdles/difficulties that working women face. Women@iProspect, an initiative launched in 2018, is a small step towards it. Enhancing one’s chances to climb the ladder with much more confidence is our way of producing tomorrow’s leaders. Similarly, we launched Female Foundry in India, 2 years ago, to support female entrepreneurs in the country. We want to build a healthy and rewarding digital ecosystem for all. Such small steps can create a big impact if we all come together. <cmsannotation type="cmsannotation" annotationid="Q) What is the future of performance-driven marketing in India?" text="Q) What is the future of performance-driven marketing in India?">Q) What is the future of performance-driven marketing in India?</cmsannotation> As the world becomes more connected, we don’t believe in separating Brand and Performance. We believe growth lies at the intersection of brand and performance because all advertising is about performance; all advertising can and should build brands and drive growth. We unite brand and performance to drive growth in a way that also builds brands. Brands must capture the value and potential impact of every touchpoint to both drive sales and build lifetime value. However, brands can’t just focus on driving short-term sales at the expense of long-term brand health. We balance optimisation and transformation delivering growth today whilst unlocking growth for the future. <cmsannotation type="cmsannotation" annotationid="Q) Now that you will bring a global perspective to the table for your clients, what would be some of the challenges and opportunities for you? How are you preparing yourself to face it?" text="Q) Now that you will bring a global perspective to the table for your clients, what would be some of the challenges and opportunities for you? How are you preparing yourself to face it?">Q) Now that you will bring a global perspective to the table for your clients, what would be some of the challenges and opportunities for you? How are you preparing yourself to face it?</cmsannotation> I would say that we have the challenge of changing people’s preconceptions about the agency – and to show we’re no longer just a performance agency, but one which is new and offering full end-to-end solutions for clients. However, this is something our clients want; they’re looking for stronger and more integrated solutions from their agency partners. By having just one go-to for our clients we’re able to make it simpler for them – a single-core team of experts that understand their brand, their customer and their business needs. A team that can drive real-time performance that can better inform the long-term acceleration of brand growth. <cmsannotation type="cmsannotation" annotationid="Q) What are the plans for 2021, in terms of expansion, new business targets, talent acquisition, and technology development? What is your vision for iProspect?" text="Q) What are the plans for 2021, in terms of expansion, new business targets, talent acquisition, and technology development? What is your vision for iProspect?">Q) What are the plans for 2021, in terms of expansion, new business targets, talent acquisition, and technology development? What is your vision for iProspect?</cmsannotation> We need to focus on our current clients and understand how we can better help them succeed and grow their businesses through our dual-lens perspective of brand and performance. We will also look to partner with other brands, both domestic and international, who find themselves at a pivot point in their digital transformation in media. This is where we will make the biggest difference and where our skill sets can drive bigger and better growth for our clients. We believe this new offer will attract a new type of client. Clients who are: • Digital Economy brands - or brands who are trying to master it • Brands who are focused on digital or data transformation to unlock new growth • Growth and performance mindset brands who are looking to outgrow their category. Increasingly, this will attract clients who measure business outcomes and not just media metrics and clients that are looking to challenge the rules to unlock new sources of growth.

The only thing that has remained the same for the agency is its name: Rubeena Singh, iProspect India

<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>On <keyword id="6696937" type="ORGANIZATION" weightage="20" keywordseo="International-Womens-Day">International Women's Day</keyword>, we shone the spotlight on women in leadership in the advertising, marketing and media industry. We spoke about their learnings and asked them for their advice, towards making a more gender-equal industry.</li><li>Here are a few key takeaways from the panel discussion that comprised <keyword id="3932871" type="PERSON" weightage="20" keywordseo="rubeena-singh">Rubeena Singh</keyword>, CEO, <keyword id="4120995" type="PERSON" weightage="20" keywordseo="iProspect">iProspect</keyword> India, <keyword id="3123098" type="PERSON" weightage="20" keywordseo="Neena-Dasgupta">Neena Dasgupta</keyword>, CEO and Director, <keyword id="3541423" type="PERSON" weightage="20" keywordseo="ZIRCA">Zirca</keyword> Digital Solutions, <keyword id="2738740" type="PERSON" weightage="20" keywordseo="Priti-Murthy">Priti Murthy</keyword>, CEO, <keyword id="1860596" type="ORGANIZATION" weightage="20" keywordseo="OMD-India">OMD India</keyword> and <keyword id="5500567" type="PERSON" weightage="20" keywordseo="Roopa-Badrinath">Roopa Badrinath</keyword>, Chief Talent Officer, <keyword id="7067090" type="UNKNOWN" weightage="20" keywordseo="Wunderman-Thompson">Wunderman Thompson</keyword>, South Asia.</li></ul>Advertising, media and marketing is one industry that has a lot of women entering the workforce. It is also perhaps one industry that has many leaders who are women too. However, we still have to cover a lot of distance when it comes to achieving <keyword id="6372584" type="UNKNOWN" weightage="20" keywordseo="gender-equality">gender equality</keyword>. To understand how things are in the ad world and what more needs to change, we spoke to a power-packed panel comprising Rubeena Singh, CEO, iProspect India, Neena Dasgupta, CEO and Director, Zirca Digital Solutions, Priti Murthy, CEO, OMD India and Roopa Badrinath, Chief Talent Officer, Wunderman Thompson, South Asia. The conversation threw up some really interesting insights and solutions to the problems we have been trying to solve, from leaders who have been a part of the industry’s evolution. <cmsannotation type="cmsannotation" annotationid="The Past" text="The Past">The Past</cmsannotation> Speaking about how things were in the industry when she just started out, Dasgupta said, “There was a time when I had to work very hard to make myself heard. A male voice would be considered 'information' and a female voice would be considered as 'emotions.' From there, we have come a long way. Ad and marketing today has many senior women leaders. There’s a massive change I have seen and only for the better.” Singh added, “I started my career withe Sales where there would always be snide remarks like, ‘Oh girls get easy appointment with clients because they aren’t rude to you.’ It seemed like a bias that you are getting the job done because you are a woman and not because of your own merit and hardwork. But today there is so much awareness and sensitization that people are very careful about how and what they say.” Sharing how she was lucky to have started working with a lot of bosses who were women, Murthy said, “I have had a wonderful journey in this industry. I did see some bumps but it wasn’t as harsh because I had a lot of women leaders who helped me on this journey. And the beautiful part is, there are more of them now.” Speaking about her journey, Badrinath added, “Many years ago, I had almost got a job with a leading FMCG player, till the interviewer asked me about my plans for settling down. I was naive and frankly shared my thoughts with him, only to be told later that they will get back to me. It’s been years and I am still waiting for them to get back. That was when I decided if I ever held a position of power, I would make sure women did not have to face these biases.” <cmsannotation type="cmsannotation" annotationid="The Present" text="The Present">The Present</cmsannotation> A recent Linkedin study revealed that 1 in every 5 (22%) working women in India said their companies exhibit a ‘favourable bias’ towards men at work. In India, more than 4 in 5 working women (85%) claim to have missed out on a raise, promotion, or work offer because of their gender. More than 1 in 2 women are also looking for more professional connections and mentors who can help them advance their careers, as 65% women agree that lack of guidance through networks is a key opportunity barrier. So how do we make women in the industry more confident about their own merits and encourage them to demand what they rightly deserve? “Women do play small, they want their worth to be seen and identified. They are scared to share a point of view or say that they are as deserving of the role as a man is. There are a lot of people who still look at roles as being dependent on gender. Women have to be extremely conscious about not playing small,” shared Dasgupta. Giving an interesting perspective, Badrinath said that how women think of their own worth also has to do a lot with social conditioning. “There’s a lot of confusion that takes place in people’s minds when they come to the workplace. You have a workplace that is trying to be contemporary, upbeat, talking about equality but at home, there is a completely different thing happening. There, the roles played by say a sister or parents is very different. That confusion leads to a sense of low confidence. You aren’t sure of whether what you are asking for is rightfully yours because the conditioning is saying something else to you,” she said. <cmsannotation type="cmsannotation" annotationid="The Future" text="The Future">The Future</cmsannotation> Dasgupta shared that there was a need for the industry to have more mentorship programs. “We definitely need more mentorship programs but we also need the mentees to be equally serious about the programs,” she said. Badrinath added, “As an industry, if we are going to be having say a jury for an award show, make sure you have an equal representation of men and women. Because if you have a jury with 8 men and 1 woman, you’re sending a strong signal to the younger generation that all that is happening when it comes to gender equality is just posturing. So the industry has to lead by example in small ways like this. Watch the full conversation here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="1" status="For #InternationalWomensDay this year, @samarpitab in conversation with @iProspectIndia's @rubeenas, @ZircaDigital'… https://t.co/DZ3KykSFMh" createdat="1615199940000" id="1368873883424595969"></div>

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The only thing that has remained the same for the agency is its name: Rubeena Singh, iProspect India

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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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Women in Leadership: Past, Present and Future

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