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<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

<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>Dentsu becomes India’s only commerce capability connecting the entire bandwidth from online to offline. </li><li>Its client client roster includes leading brands such as Tata Cliq, Kalki Fashion, Bioderma, Raymond, D’ Décor, Ensemble, Swiggy, Merck, Berger Paints, Asus, Schwarzkopf, Larsen &amp; Toubro, Carrier etc.</li></ul>To align its years of commerce expertise under one umbrella and deliver efficient business outcomes, <keyword id="10032656" type="COMPANY" weightage="20" keywordseo="dentsu-international">dentsu international</keyword> has launched its global commerce unit ‘<keyword id="10588639" type="UNKNOWN" weightage="20" keywordseo="total-commerce">Total Commerce</keyword>’ in India. ‘Total Commerce’ unites all of the conglomerate’s commerce capabilities under a single umbrella, encapsulating every aspect of e-commerce, last-mile delivery as well as retail radius communication. ‘Total Commerce’ is an attempt to find solutions to a world where manufacturers are jumping to consumers directly, where start-ups are disrupting the marketplace, and where branding is playing a significantly unique role. The solution has already, and over time, allowed many brands and retailers to take on various marketplaces and big-box distributors, thereby, enabling several wins. This has been achieved by helping brands prioritize and succeed anywhere in commerce by mapping their commerce maturity to a strategic road map covering creative, data and ops, experience, and performance and media. The end-to-end offering activates a research based success framework that ensures: Desirability (Brand equity): Are we loved and sought after by consumers? Availability (Distribution strategy): Planning presence and availability priorities by audience and demand Findability (Position Optimization): Optimizing visibility where audience are Buyability (Content Effectiveness): Optimizing product listings for purchase conversion Repeatability (Purchase Experience): Auditing reviews and sentiments Brands, under the four broad groups of Performance and Media, Creative, Interactive, and Data &amp; Ops and through the <a href="https://assets-eu-01.kc-usercontent.com/44bc0180-e274-014f-6b99-e5fc8ab7f759/bc0cb86d-f00d-404c-8ac0-07ac4326a842/The%20Total%20Commerce%20Playbook%20August%202020.pdf">Total Commerce</a> framework, will now be able to tap onto several proprietary products and solutions designed to support all stages of the commerce journey. These will include: <ul><li>Total Commerce Analytics</li><li>B2B Commerce Transformation</li><li>Commerce Intelligence</li><li>020 Commerce Framework</li><li>E-commerce Enablement</li><li>Loyalty &amp; Customer Lifetime Value Optimisation</li><li>Dentsu Tracking</li><li>Fast Track Commerce</li><li>Symphony Product Merchandising</li><li>Marketplace Consulting</li><li>eRetail &amp; Performance Activation</li><li>Marketplace Optimisation</li></ul>Speaking on the latest integration, <keyword id="7491447" type="UNKNOWN" weightage="20" keywordseo="Anand-Bhadkamkar">Anand Bhadkamkar</keyword>, CEO India, dentsu said, “We have always been focused on the changing market scenario and have built capabilities ahead of the market. In line with this, we had built capabilities in Commerce, Performance, Retail design and last-mile and experience design. All these capabilities are now being brought together under one umbrella of dentsu Commerce. In these testing times, we are certain that the capabilities of building on D2C offerings will enable our clients to stay ahead of the market and harness the power of the digitally comfortable consumer.” To ensure that clients have a specialist in every field, dentsu Commerce has built a team with Nihal Nambiar (AVP - Strategic Solutions, iProspect) for Performance Media, Krutika Shroff (Senior UX Lead, Fractal Ink Linked by Isobar) and Richa Gupta (Senior UX Lead, Fractal Ink Linked by Isobar) for Design and Experience, Aniket Khare (VP - Business Development, Merkle Sokrati) for Data and Analytics, Deepak Kumar (Director, Hyperspace) for Retail design and experience and Provit Chemmani (Group Tech – Ecommencify, WATConsult) for holistic e-comm design and delivery. It is pertinent to note here that this group will be the lead team. They have been empowered to bring together every capability of the group to build solutions for brands. Speaking on the consolidation of capabilities, the team said, “It’s a great thing that denstu has formalised the Commerce capabilities under one umbrella. We have been delivering solutions to clients at different stages of their commerce journey and now we will be able to help clients get a frictionless solution across the journey by planning and building solutions from end to end. We understand that clients themselves may be at different stages and may have varying requirements which is why working as a group helps us to pick and choose the best and most relevant solutions for our clients. Powered by our own commerce in a box solution e-commencify as well as best in class market solutions from Salesforce and Magento, we plan to work to quickly get clients connected with their consumers in the commerce space. And deliver solutions like never before.”

Dentsu India merges all its commerce capabilities under its Total Commerce offering

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.youtube.com/watch?v=gTOr6Noqnz4">iProspect/YouTube</a>Jeremy Cornfeldt, US CEO of iProspect</div></div></div><ul class="summary-list"><li>Dentsu Aegis Network is folding mobile agency Fetch into Dentsu's performance-marketing firm iProspect starting October 1.</li><li>IProspect US CEO Jeremy Cornfeldt said the move would help both agencies' performance-based clients run search, social and mobile campaigns.</li><li>There's no known direct connection to the agency folding, but Fetch has been in the news since former client Uber sued it in 2017, alleging Fetch committed breach of contract, fraud, and negligence.</li><li>Cornfeldt said Fetch stood by the work it did for Uber.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>Dentsu Aegis Network's mobile <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> agency Fetch is being folded into digital agency iProspect.Fetch primarily runs ad campaigns for marketers that are looking to drive app downloads and acquire customers. It was acquired by Dentsu for <a href="https://adage.com/article/global-news/dentsu-aegis-buys-london-based-mobile-agency-network-fetch/295749">about $48 million in 2014.</a>Starting October 1, Fetch's roughly 70 employees in the U.S. will join Dentsu's performance marketing shop iProspect, the agency confirmed to Business Insider. In June, Dentsu merged Fetch's UK office as well as agencies 360i and ICUC <a href="https://www.campaignlive.co.uk/article/dentsu-x-expands-uk-merging-fetch-360i/1586678">into Dentsu X</a>.The consolidation of smaller agencies into larger ones is part of Dentsu's broader goal of making it easier for clients to work with the agency network.Read more: <a href="https://www.businessinsider.com/trust-between-advertisers-publishers-and-agencies-hits-all-time-low-2019-9">Advertising agencies are under threat on all sides, and now a new study shows trust in the business is lower than ever</a>The Fetch consolidation means iProspect can add mobile campaigns to existing contracts with clients and Fetch's clients can access iProspect's search and paid search capabilities."We've been very deliberate about how we've chosen to do those things," said Jeremy Cornfeldt, US CEO of iProspect. "Fetch has a focus on mobile but at the core, they're a performance-marketing agency, which is very similar to iProspect."Cornfeldt said Fetch US' managing director Gosha Khuchua started reporting to him in January. Going forward, Khuchua will be SVP of iProspect and report to Mike Gullaksen, iProspect US' president.The agencies have been coming closer together since January. Fetch's California offices share office space with Dentsu's MKTG, Carat and iProspect. A smaller New York team sits alongside iProspect, he said.As marketers increase their mobile ad spending, some have questioned the necessity of a mobile agency. Cornfeldt disagreed, saying clients ask for mobile-specific services."We want mobile to be ubiquitous across everything that we do but there is still a niche skillset that is required to execute brilliantly," he said. "Clients do ask about that, and they understand that there's a nuance to it that you don't see in other channels."<h2>Fetch got into hot water with Uber</h2>Fetch made the news when it was sued by former client, Uber. There is no known connection between Fetch's folding and the legal matter. In 2017, <a href="https://www.businessinsider.com/uber-sues-fetch-media-over-allegedly-fraudulent-ads-and-clicks-2017-9">Uber sued Fetch</a> for at least $40 million, alleging that the agency committed breach of contract, fraud, and negligence. The lawsuit alleged that the agency ran a number of ad campaigns that resulted in bogus app downloads and that the ride-sharing app was only supposed to pay for ads that directly led to downloads and sign-ups.Uber <a href="https://www.reuters.com/article/us-uber-fetch/uber-is-sued-over-payment-for-mobile-ads-it-called-fraudulent-idUSKBN1ES1ZI">voluntarily dismissed the lawsuit and then</a><a href="https://www.mediapost.com/publications/article/337219/uber-refiles-suit-alleges-100-ad-netspublishers.html"> refiled suit</a> in June, naming 100 companies that were responsible for "tens of millions of dollars."Uber did not immediately respond to a press inquiry.Cornfeldt said Uber's lawsuit has not impacted current clients and that he supported the agency's work."It's unfortunate that we're in this situation, but we stand by what we did," he said. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/warnermedia-molly-battin-marketing-exec-on-the-future-industry-2019-9">WarnerMedia exec reveals how the company's marketing strategy has changed to keep up with the audience</a></h3> <div> </div> </div>

Dentsu is folding its mobile ad agency Fetch into performance-marketing shop iProspect

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Getty/Phil ColeP&amp;G chief brand officer Marc Pritchard</div></div></div><ul class="summary-list"><li>Facing tremendous pressure on numerous fronts, <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> agencies are reinventing themselves, according to a new report by market research firm Forrester.</li><li>The report assessed nine media agencies based on their market presence, offerings, and future strategy related to issues like brand safety, transparency and media vendor relations.</li><li>The report found that media agencies are doing more contextual buys and forging more direct relationships.</li><li>They are also addressing transparency, buying more across more types of media and helping clients close the attribution loop.</li></ul>With media agencies <a href="https://www.businessinsider.com/why-media-agencies-are-on-their-death-bed-2018-9">facing tremendous pressure on numerous fronts</a>, traditional ways of media planning and buying just don't cut it anymore.Marketers are increasingly looking for media agencies that do not just planning and buying, but also offer business and technology strategy and data and analytics expertise. They want ad buys that don't just achieve reach and frequency but are personalized and informed by technology.Agencies are rising to the challenge, according to a new Forrester report, which assesses nine media agencies: Assembly, Dentsu X, Hearts &amp; Science, Horizon Media, Initiative, Mediahub, PHD, Spark Foundry, and Vizeum.Read More: '<a href="https://www.businessinsider.com/media-agency-strategy-fighting-back-against-model-and-profit-margin-threats-2018-9">Disruption only happens to those that are unprepared': Media agencies are fighting back by increasingly taking a page out of consulting firms' playbook</a>In the report led by Jay Pattisall, the market research company assessed the agencies based on their market presence, offerings, and strategy, including how well they were handling issues like brand safety, transparency, and media vendor relations.Here's how these different media agencies are reinventing themselves:<h2>Agencies are merging media, content and context</h2>While most full-service media agencies develop content, the best ones put <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> in the right consumer context.One unnamed agency, for example, hacked ad-blockers on websites to promote Netflix's "Black Mirror," targeting ad-blocking consumers with messages about the persuasiveness of technology to promote the series that warns of societal dependence on technology.Forrester also lauded Mediahub, saying that clients liked the IPG Mediabrands agency for its transparency, use of emerging technologies, and creative applications of media.<h2>They're proactively addressing marketers' transparency concerns</h2>Nearly three years since the <a href="http://uk.businessinsider.com/ana-report-alleges-widespread-ad-agency-kickback-schemes-2016-6?r=US&amp;IR=T">Association of National Advertisers issued a bombshell report</a> that painted the media buying world as being rife with widespread illegal rebates, some agencies have cleaned up their act better than others.The report singled out Horizon Media, the largest independent agency in the US, as an example of a media agency that gets transparency right by having commissioned PwC to independently audit its practices.<h2>Others are rethinking how they buy media</h2>Some full-service agencies have reduced their dependence on reselling media in favor of using curated marketplaces, according to Forrester.Hearts &amp; Science, for one, operates private marketplaces that let clients directly buy ads on publisher's websites at pre-negotiated rates, ensuring brands' ads end up where they're supposed to, reducing costs, and minimizing waste."Its ability to create private marketplaces to ensure impression quality and its strong belief that clients should own their data and tech contracts shows high proficiency with data analytics," write the analysts.<h2> Agencies are using data to show attribution</h2>Agencies are recognizing that media strategies needs to be informed by consumer insights, so they've set up business intelligence units and data analytics practices to benefit clients.One unnamed agency has access to the CRM file of one of its clients, including the brand's leads and sales data. This helps the agency anticipate marketing problems and show sales lift using closed-loop attribution, according to the report.<h2>They're building media plans across platforms</h2>From TV and social media to OTT streaming devices, people consume content on more channels than ever, and media agencies are getting better at targeting people accordingly.For a MailChimp campaign, its unnamed media agency placed Easter eggs relating to the brand in pop cultural conversations across cinema trailers, social ads, video content, SEO and SEM among others, the report said. <a href="https://www.adweek.com/brand-marketing/ad-day-brace-bizarre-droga5s-wonderfully-wacky-fake-films-mailchimp-175679/">PHD is MailChimp's media agency</a>.Forrester also cites Spark Foundry as good at helping promote clients' content across paid, owned, and earned media."Leveraging the Publicis data platform, its strong content practice shows ingenuity in placing content in environments not easily purchased, such as scripted comedy on network TV," the report says.<h2>Agencies also are using machine learning, experiential, and voice</h2>Several agencies are also pumping money into machine learning and artificial intelligence to help clients figure out where best to spend their ad budgets and which ads are driving sales and leads. The report cited MDC's Assembly, Dentsu X, and Horizon as agencies that are using technology like machine learning, voice, and VR and AR, as well as experiential marketing for clients. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-happens-when-you-dont-get-enough-sleep-2017-12">A sleep expert explains what happens to your body and brain if you don't get enough sleep</a></h3> <div> </div> </div>

Media agencies are under massive pressure to reinvent themselves - here's how the biggest ones including Assembly and Dentsu X are evolving to meet clients' demands

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">LinkedInDavid Williams, Merkle CEO.</div></div></div>Dentsu Aegis Network, the network of media agencies that sits within Japan-based <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> holding company Dentsu, has acquired US marketing agency Merkle in a deal worth more than $1 billion.In a statement, the companies said Dentsu Aegis is acquiring a majority stake in Merkle, while investor Technology Crossover Ventures and "certain other shareholders" are selling their shares.Merkle's management team and employees will retain a "significant minority interest" in the company.The release doesn't reveal the size of the transaction, but a source close to the deal told Business Insider it values Merkle at around $1.5 billion.Merkle claims to be the largest independent data analytics, CRM (customer relationship management), and performance marketing agency in the US.The company said it generated $436 million in revenue in 2015, up 14% on the prior year. It has around 3,400 colleagues spread across 21 global offices and works with more than 650 clients including Dell, Geico, and Nespresso.Merkle will join the other agency brands in the Dentsu Aegis Network, which includes Carat, Isobar, iProspect, Dentsu Media, Mcgarrybown, and Vizeum.The deal is expected to close before the end of September 2016. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/smart-lunch-box-design-2016-7">This lunch box for adults could change the way you eat</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="I4eTB3NDE6XP8P9h3AlMhOSHUPzBhWiV" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

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

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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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Dentsu India merges all its commerce capabilities under its Total Commerce offering

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Dentsu is folding its mobile ad agency Fetch into performance-marketing shop iProspect

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Media agencies are under massive pressure to reinvent themselves - here's how the biggest ones including Assembly and Dentsu X are evolving to meet clients' demands

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Dentsu acquires US marketing agency Merkle in a deal worth more than $1 billion

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