Danielle Gonzales, CEO Americas, and Duncan Smith, Chief Media Officer US, at iProspect sat down with Adweek to discuss where the agency is headed and the new media mindset.
How have iProspect’s own brand initiatives progressed since the refresh in March? How has iProspect redefined itself?
Danielle Gonzales: It’s been a transformative moment for iProspect—we evolved our organization to offer clients a competitive advantage by bringing a performance mindset to all media decisions. In addition, we’ve cross-trained our teams, brought together expert skillsets, [and] better enabled tools and technology to be used for end-to-end connectivity.
We’ve already seen a considerable amount of progress with the positioning and output of iProspect over the last year. The vision of iProspect enabled significant wins, such as Cox Communications and LinkedIn, as a true full-service, performance-driven media agency. We have been accelerating the delivery of those services not only for Cox Communications and LinkedIn but across our client portfolio every day.
Not only has the balance of the work shifted, building on our world-class performance foundations to offer more strategic and omnichannel activation, we have also evolved the internal organization and services to form a cultural mindset. Over the past year, we have built a larger, stronger and more consolidated strategy team to work across our entire portfolio, continuing to drive market-leading thought leadership around all things performance while balancing that with award-winning brand strategy and personnel. We have also doubled down on communications planning expertise and are currently raising the bar for those disciplines across the entire body of our account management and planning teams.
As we continue to evolve and accelerate growth, we want to ensure that our mission to close the gap between brand and demand is well heard, understood and embraced by our clients and the industry. In addition, we will continue to develop thought leadership around the intersection of all things performance.
How has the company’s approach to performance marketing evolved? How has the definition sharpened or been refocused in terms of the work iProspect has been doing?
Duncan Smith: iProspect has always been at the vanguard of performance marketing. Our belief that no dollar should be left unaccounted for can now be applied across every interaction with a consumer, driving communications and commerce up and down the marketing funnel. To achieve this means taking the lens of performance to all of the media and marketing decisions activated by our clients—evolving our product to be more strategic and consultative, more outcomes-focused across every touchpoint, and more dynamic and addressable in execution.
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