Dentsu merges iProspect, Vizeum under new structure

Vimal Badiani, VP – Performance Media, MENA. (Supplied)
Vimal Badiani, VP – Performance Media, MENA. (Supplied)
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Updated 14 January 2021

Dentsu merges iProspect, Vizeum under new structure

Vimal Badiani, VP – Performance Media, MENA. (Supplied)
  • The new agency will offer performance-driven brand building by delivering digital-first media strategies underpinned by data and technology

RIYADH: Japanese media group Dentsu is to merge its iProspect and Vizeum agencies to create a new end-to-end global media network under the iProspect banner.

At the end of last year, Dentsu announced a global group-wide restructure involving the loss of 6,000 jobs and the consolidation of its 150-plus brands into just six.

Its latest move is aimed at bringing Vizeum’s media strategy and planning, storytelling, and brand-building capabilities together with iProspect’s digital expertise, audience knowledge, and performance mindset.

The new agency will offer performance-driven brand building by delivering digital-first media strategies underpinned by data and technology.

It will be led by Global President Amanda Morrissey, who will oversee more than 8,000 media and performance specialists across 93 key global markets.

She said: “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.”

The new iProspect will be launched through a phased market plan over a three-month period with a target completion date of March 31. It will draw from the broader Dentsu capability set, allowing clients access to resources from across the network.

Carat and Dentsu X clients will continue to access digital performance services through the group’s Dentsu Media Scaled Services.

In the Middle East and North Africa (MENA) region, the integration process has already begun with Vimal Badiani, vice president of performance media for the MENA region, appointed to lead.

Badiani previously held the same title at Dentsu’s performance marketing agency, Merkle, which continues to remain a key brand for the group. In addition to his new role, Badiani will remain involved with the performance side of the Merkle business.

Peter Huijboom, Dentsu international global CEO of media and global clients, said: “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.”


Turkey imposes advertising ban on Twitter, Periscope, Pinterest

Turkey imposes advertising ban on Twitter, Periscope, Pinterest
Updated 19 January 2021

Turkey imposes advertising ban on Twitter, Periscope, Pinterest

Turkey imposes advertising ban on Twitter, Periscope, Pinterest
  • Decisions in Official Gazette say the advertising bans went into effect from Tuesday

ISTANBUL: Turkey’s Information and Communication Technologies Authority has imposed advertising bans on Twitter, Periscope and Pinterest under a new social media law, according to decisions published in the country’s Official Gazette on Tuesday.
The law, which critics say will muzzle dissent, requires social media companies to appoint local representatives in Turkey. On Monday, Facebook joined other companies in saying it would be appointing such a representative.
YouTube, owned by Alphabet Inc’s Google, said a month ago it had decided to appoint a representative.
The decisions in the Official Gazette said the advertising bans went into effect from Tuesday. Twitter, its live-streaming app Periscope, and image sharing app Pinterest were not immediately available to comment.
The law allows authorities to remove content from platforms, rather than blocking access as they did in the past. The move has caused concern as people turn more to online platforms after Ankara tightened its grip on mainstream media.
In previous months Facebook, YouTube and Twitter had faced fines in Turkey for not complying with the law. Companies that do not follow the law will ultimately have their bandwidth slashed by 90 percent, essentially blocking access.