• by Steve McClellan  @mp_mcclellan, January 14, 2021

Dentsu is merging iProspect and Vizeum to create a new global media agency under the iProspect banner. The merged entity will have 8,000 staffers across 93 markets.

According to Dentsu, the combination will integrate Vizeum’s media strategy and planning, storytelling, and brand-building capabilities with iProspect’s digital expertise, audience knowledge, and performance focus.

The new iProspect media agency will also draw from the broader menu of services at the holding company, allowing clients to build bespoke teams with resources from across the network.

The new iProspect entity will be led by Global President Amanda Morrissey, who was hired several months ago as the merger plans were being formed. She joined from Unlimited Group, where she was Chief Client Officer.

“iProspect is designed for clients at the intersection of brand and performance,” stated Morrissey. “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. We must look at business and brand goals through a combined lens, bringing accelerated growth for our clients.”

Added Peter Huijboom, Dentsu International Global CEO Media & Global Clients: “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.”

Plans call for the integration of the two agencies to be completed by the end of the first quarter. It is part of a broader restructuring at Dentsu’s international operations that envisions a more focused portfolio of six leadership brands. Full details are expected to be unveiled next month.