• by Joe Mandese  @mp_joemandese, November 15, 2024

Principal Financial Group and Principal Asset Management have named Dentsu's iProspect unit their U.S. brand media agency of record.

The assignment follows a competitive review led by Ken Robinson of Ark Advisors and is effective immediately.

OMD's Prometheus unit was the incumbent media AOR.

iProspect will oversee all of Principal's media buys.

In a statement, Principal Vice President of Brand, Media and Creative Diane Van Wyngarden singled out the agency's "capabilities in proprietary, data-driven targeting and media optimization," as key reasons for being selected.