Born at the intersection of science and art - newly launched iProspect by dentsu international | MARKETING Magazine Asia

Born at the intersection of science and art – newly launched iProspect by dentsu international


Dentsu international officially launched the brand new iProspect around the world as a game changing digital-first end to end media agency. In Malaysia, the iProspect team has partnered with over 90 other markets to collectively define a new era in media and be the first agency to offer performance driven brand building at a global scale.

According to a statement released by dentsu, 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,” dentsu said in the statement.

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.

Created from the ground up, the new agency has been collectively built by 93 local market teams working together to understand the necessity for global consistency while also having the insight to locally adapt for their unique client, consumer and market demands. 

“The way iProspect operates is truly a global agency of the future and this newly scaled proposition is testament to that,” said Group CEO for dentsu Malaysia, Kien Eng Tan. “Having strategically partnered with Malaysian clients and having been a part of their successful digital transformations, we already know that it works for our market and our clients as it was built with optimisation around local and human nuance at its heart.”

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.

“We believe business growth lies at the intersection of brand and performance and Malaysia has seen unprecedented digital media growth in the last 12 to 18 months,” said Media CEO for dentsu Malaysia, Dheeraj Raina. “Consumers and brands alike adopted digital and ecommerce at a faster rate than anticipated; this has added more complexity to the marketing choices.” 

With agile experts delivering their integrated core offerings, Dheeraj says they are simplifying choices for clients while unlocking their accelerated growth.

Keeping accessibility in mind with its structure

As well as a new iProspect logo and the “Brands Accelerated” tagline, the launch also introduced a brand-new website and representation of its credentials.

Designed with accessibility and inclusion at its core,  iProspect’s structure has been reviewed by leading accessibility experts including 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.

Aside from that, the new brand rollout also sees the inclusion of closed captions across its calls, presentations, and videos.