iProspect, under North American CEO Liz Rutgersson, is incorporating traditional brand-building expertise to enhance its performance marketing capabilities. By bringing in veterans from Dentsu, including Dave Sederbaum and Michelle Snodgrass, the agency aims to create a more versatile executive leadership team. This shift acknowledges that success now requires a blend of performance and brand strategies. Recent achievements, including new client acquisitions, reflect iProspect's commitment to comprehensive marketing solutions that extend beyond just digital performance, resonating with a broader range of advertisers.
Last year was focused on leaning into our building brands with the performance mindset, with this powerhouse of performance media experts and the skill set and breadth and depth of full funnel media.
The growing awareness that performance alone will not generate new business, but a blend of performance and brand-building work will, drew Rutgersson to make the moves she's made to her ELT.
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