iProspect develops into a digital-first end-to-end media & performance agency

Dentsu is integrating performance agency iProspect and media agency Vizeum to create a new, future-focused, agency under the iProspect banner. By integrating these two award winning agencies, dentsu brings Vizeum’s media strategy, planning, brand building capabilities together with iProspect’s digital expertise, audience knowledge, and performance know-how.

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 strategies underpinned by data and technology at every touchpoint in the consumer journey.

The new iProspect 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.

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.

Locally in Croatia iProspect is led by Marko Jambrešić.

“In iProspect, we always believe that a brand drives performance, and performance drives brand.

We have been working with many clients already in Croatia in this manner and know that this is the model that brings growth. iProspect Croatia has been growing in recent years by for example delivering the widest network of premium programmatic in Croatia, and expect to grow even more with renewed branding focus in 2021”, Jambrešić sees.

COO of dentsu Croatia Vjeko Srednoselec says: “All modern media planning needs to consider the consumer journey is happening partly in digital and partly offline channels, also own media as well. We no longer exist in an ecosystem where these elements can be planned and bought separately.”

“By bringing in more capabilities to our performance clients from media and creative services lines, will bring benefits as it puts the consumer to the middle of all planning thus delivering a greater experience for the client”, Srednoselec adds.

In general, dentsu international is simplifying its operations to six leadership brands. Alongside the renewed iProspect, the leadership brands are media agencies Carat and DentsuX, creative agencies dentsumcgarrybowen and Isobar and Merkle, a global performance and customer experience management agency.