Such was the success of iProspect's innovation strategy in fuelling its impressive growth in 2015 that you might wonder if the agency's creation of a so-called "happiness index" to keep tabs on staff contentment was actually necessary.
Indeed, the workforce seems to have lots of reasons to be cheerful. Business from existing clients increased by 17 per cent and 13 new accounts came through the door. Moreover, that staff turnover has been reduced by a fifth tells its own story. The agency’s policy of harvesting the best ideas from staff has paid off, increasing the potency of its offer to clients looking to add customers in a low-growth economy.
The result of all this has been a breezy self-confidence that saw Britain’s largest digital agency being named Agency of the Year at the Brand Republic Digital Awards.
And the momentum shows no sign of slowing now that the content publisher John Brown, acquired by the agency’s parent in May, has been integrated to enhance iProspect’s programmatic and real-time advertising solutions. The London operation will play a key role in iProspect Enterprise, a global business-to-business marketing division launched by Dentsu Aegis Network in the autumn.
At the same time, iProspect was chosen to lead the UK activity for Eurostar after the high-speed rail service opted to consolidate its global media and digital business into Dentsu Aegis Network.
So no pressure, then, on Matt Adams, promoted last spring to the managing directorship. The fact that he was given the job after just ten months as its chief media officer suggests he has the confidence of his masters to sustain iProspect’s upward progress.
How the agency rates itself: 8
"It’s been a year of high growth and happiness. Keeping up the agency’s incredible trajectory, we grew 31 per cent year on year, invested in our people and culture and reduced churn by 20 per cent. We were three times an Agency of the Year winner. We also achieved IPA gold for our outstanding professional development programme and were named the number one Global Digital Performance Agency for the third consecutive year by Recma."
|Type of agency||Digital|
|Company ownership||Dentsu Aegis Network|
|Total accounts at year end||108|
|Accounts won||13 (biggest: Eurostar)|
|Accounts lost||2 (biggest: AA)|
|Number of staff||429 (+16%)|
|Key personnel||Matt Adams, managing director
Ben Sutherland, chief performance officer
Sarah Wilson, senior HR business partner
Paul Adams, chief client officer
Emmaclare Huntriss, business development director
Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question
Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.