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.”


Omnicom’s 180 agency launches in MENA

Omnicom’s 180 agency launches in MENA
Updated 18 January 2021

Omnicom’s 180 agency launches in MENA

Omnicom’s 180 agency launches in MENA
  • 180 launched its first office in Amsterdam nearly 20 years ago with a second one in Los Angeles

RIYADH: Omnicom agency 180 is expanding into the Middle East and North Africa (MENA) region with offices in Dubai and Doha.

180 launched its first office in Amsterdam nearly 20 years ago with a second one in Los Angeles. Along with its MENA offices in the UAE and Qatar, the agency is now also setting up shop in New York as part of its expansion strategy.

The agency’s global operations are led by Amsterdam-based CEO Sander Volten, alongside Al Moseley, global chairman and chief creative officer, based in Los Angeles. 

“Since the founding of 180, the agency has always been hyper focused on bringing different and fresh perspectives to our clients and consumers,” said Volten.

“With its interconnected hubs across different continents, 180 provides a fresh new perspective, emanating from an ecosystem of expertise, international talent, and modern creative solutions powered by data, audience intelligence, and social to better serve clients and give their brands relevance on a global scale.” 

Youssef Chahine, general manager at 180’s sister agency TBWA\RAAD, will lead the operations of the MENA hub, although it is unclear as to whether he will maintain both roles.

“We intend to be a premium partner to the region’s most ambitious brands, ensuring they have access to transformative, world-class talent to help them lead on both a global and regional scale,” said Chahine.

The MENA team will work day-to-day with clients on the ground and will have access to the brand building, design, brand strategy, digital, and partnership experience of the 180 ecosystem in Los Angeles, New York, and Amsterdam.

Although 180 MENA is launching now, the agency has been working with regional clients such as Qatar Airways and Al Jazeera for nearly 10 years through its Amsterdam office.

Moseley said: “After a decade of experience in the region, we are excited about having a team on the ground. We think it’s fair to say that if there is one region on Earth that knows what it means to see the world as it could be, it’s the MENA region.”