After serving as a performance marketing company, iProspect has recently rebranded itself to offer a new proposition, approach to working, enhanced capabilities and integrated teams, along with global leadership. As the ‘new’ agency is all set to be a one-stop-shop for all marketing needs, we catch up with Rubeena Singh, CEO, iProspect, to know more about the change.
What was the insight behind re-christening iProspect?
This announcement is the culmination of what we had been working on for over a year. We were putting people together internally since it’s a large global brand and we are a new media agency in all its entirety. Clients don't just want to look at performance marketing companies or brand companies; our ability to offer integrated solutions is what prompted the change. The new iProspect is at the intersection where two mega brands – iProspect and Vizeum – have come together to offer solutions that help them accelerate their brands.
What does your current role comprise? How will it differ from your role at the old iProspect?
I will be heading the entire integrated unit and the key task for me will be to demonstrate our end-to-end capabilities to our clients, along with ensuring an empowering culture. Previously, I only handled performance marketing, but now we bring in consumer culture and understanding and integrate it with the iProspect lens. I will be overseeing both.
How does this move impact your local clients? How will the pricing differ?
There are several added benefits to our clients. We believe that brand drives performance and vice-versa. Today, at one unit, we'll be able to help clients gain expansion, audience insights, receptive strategies and more. Clients had different agencies to work on a few mandates and performance marketing agencies for others. Clients, today, don't work in silos. It becomes really hard for them to switch up their insights and orchestrate things while paying two different agencies for different pieces of work.
The pricing will depend upon the scope of work we do for clients, who have the option to consolidate with one agency as their sole marketing funnel. We have clients like Warner Brothers and Biba, who are completely integrated with us – the new iProspect – and have received positive feedback from them. We have a unique opportunity and we are going to make sure that we capture this growth to the best of our abilities.
The new brand roll-out is also said to include closed captions across calls, presentations and videos. What do these include?
Diversity and inclusion are very inherent to us and Dentsu India as well. We try to remove the difficulties around inclusion that working women face, and have already launched a few global initiatives at iProspect. Although we go beyond gender, in India, gender diversity is a big nuance and so we are focusing on that.
The new iProspect brand has been designed to make sure that inclusion is at the core and we made very sure that even people with colour blindness should be able to see it.