Dentsu’s iProspect unveils new approach and brand proposition

Dentsu’s performance offering iProspect has re-launched globally with a new brand proposition and new capabilities as it moves to become a digital-led ‘end-to-end’ media agency.

The overhaul will see iProspect evolve to offer performance-driven brand building at a global level, as it embraces its new ‘Brands Accelerated’ tagline, also unveiling a new logo and website.

The change follow 2020’s integration of specialist media agency and investment capabilities into iProspect’s Australian business when it was merged with Vizeum. That saw clients including William Grant & Sons, Ampol and Sonos brought under the iProspect umbrella.

L-R: Ken Lam, Sam Cousins, Oliver Rapson, Tess Eastcott, Marcelle Gomez

CEO of iProspect Australia, Oliver Rapson, called it a “truly unique and exciting time for the business”.

“Last year, we bolstered our offering in Australia by adding specialist capabilities into the team to help clients leverage a full end-to-end experience, underpinned by digital DNA.

“We’re now taking the business one step further by layering in unparalleled capability across all marketing channels and a new approach to how we partner with clients. This will open a wealth of opportunity – for us globally, our people, and our clients.”

Rapson will be supported by a national leadership team: Sam Cousins, national head of strategy and planning, Ken Lam, national head of investment, Tess Eastcott, general manager, Melbourne Marcelle Gomez, general manager, Sydney, and Chris Ernst, managing director, Brisbane.

Rapson added: “Increasingly, we’re seeing growth live at the intersection of culture, tech, data, content and commerce, which is a space not many agencies can play in right now. As a global business, this is how we’re accelerating the brands we work with, and we can’t wait to get started.”

iProspect’s new logo and tagline

In an announcement, iProspect said its refreshed offering won’t be a classic top-down ‘one size fits all’ global agency model, but rather an ‘all sizes fit within’ agency network.

It will bring together existing capabilities including brand building, strategic planning, business intelligence, marketing activation, and performance optimisation, as well as scaled services provided by Dentsu International.

iProspect global CEO, Amanda Morrissey, said the “only thing that has stayed the same is the name”.

“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.

“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.”


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