School Reports 2019: iProspect

School Reports 2019: iProspect

Type of agency & ownership Performance marketing agency, owned by Dentsu Aegis Network
Nielsen billings 2018 n/a
Declared income n/s*
Total accounts at year end 372 
Accounts won 59 (biggest: Intel)
Accounts lost 22 (biggest: VF Corp)
Number of staff 851 (+10%)
Key personnel James Bailey, executive director, performance solutions group, iProspect UK; Jack Swayne, chief executive, iProspect London; Steve Buchanan, managing director, iProspect North; Anneli Ritari-Stewart, managing director, iProspect Europe
Star player Elizabeth Darley, group planning director. "Libby embodies iProspects's core values, demonstrates exemplary digital knowlege and is an integral member of the agency."
% of females in senior management 67%
% of BAME in senior management 8%

Being part of the Dentsu Aegis family served iProspect well during a year in which the agency’s client list was augmented by blue-chip names coming through its door as the result of some major global realignments.

Among these was Intel. The microchip giant had previously not worked with the UK agency but that changed when it shifted its global media planning and buying out of OMD and into "Team Intel", a Dentsu Aegis bespoke offering. As a result, iProspect UK now handles a range of assignments for Intel including paid search, programmatic, paid social, data visualisation, analytics and B2C media planning. Another significant arrival was Goldman Sachs, which has marked its entry into UK retail banking with Marcus, an easy-access online savings account.

All that isn’t to suggest that the UK agency has been content simply to ride on the back of its mighty parent. iProspect claims an 87% client-retention rate and double-digit growth along with high client review scores. Not a bad place to start for Jack Swayne. He has been asked to expand the business after his promotion from managing director to London chief executive in January 2019 when his then boss Stefan Bardega became EMEA president. 

The agency cites Swayne’s elevation, along with the appointment of Emil Bielski as chief strategy officer and Pedro Mona as executive director of platforms and engineering in late 2017, as reinforcement of its commitment to enhance and expand its data and technology offerings.

One such initiative, a Build A Bot workshop in partnership with Microsoft-owned search engine Bing, inspired a campaign for Diageo’s Captain Morgan (pictured) that focused on promoting a chatbot on Facebook Messenger, resulting in a claimed 31% sales uplift for the rum brand.

Overall, you might say the prospects for the coming year look pretty good.

SCORE

7

AGENCY'S OWN SCORE

LAST YEAR'S SCORE

8 n/a

From the headmistress: Works well

2018 in the agency's words

2018 was an outstanding year for iProspect. We started the year by winning Digiday Agency of the Year. Our employee satisfaction (measured by GLINT independent third party) increased by 10 percentage points year on year, our staff churn reduced to 7% below the industry average and our client satisfaction score (measured by TRR independently) increased by 8%. Our key financial measures have all increased by more than 10% year on year. The thing we are most proud of is the fact that, in the past 12 months, we have generated 39 million sales for our clients. 

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