iProspect
Global dentsu media agency for performance-led digital marketing.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- IPROSPECT LTD
- Entity type
- COMPANY
- Headquarters
- 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ
- Company size
- >5,000
- Market role
- Agency & Consultancy
- Official website
- iprospect.com
What iProspect does
iProspect operates an agency and consultancy model centred on managed marketing services. It creates value by planning, buying, optimising, and measuring digital media across channels for advertiser clients, while also advising on strategy, transformation, and data-enabled activation. The company combines specialist labour, platform expertise, and proprietary group assets to improve campaign performance and justify ongoing client retainers and media management mandates.
Category differentiation
iProspect is a managed media and marketing agency, not a standalone DSP, SEO software vendor, or consumer advertising platform. It should be distinguished from the broader dentsu group and from individual product assets such as Merkury.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
iProspect is a dentsu-owned digital-first media agency providing managed marketing and media services to brands and enterprise marketing teams. Its core activities include media planning, programmatic buying, paid search, paid social, SEO, retail media, affiliate marketing, analytics, and broader digital strategy consulting. The business sells expertise and execution rather than standalone software, although it uses proprietary tools and dentsu infrastructure such as Merkury to support audience targeting, measurement, and optimisation. The company makes money through agency retainers, scoped project fees, and media-related compensation linked to spend and performance outcomes. Its customers are primarily advertisers, brand marketing teams, and larger organisations seeking outsourced digital media execution and measurable growth. iProspect is positioned as a global network within dentsu, competing with other large agency groups and consultancies for enterprise marketing budgets.
Company news briefing
Briefing updated:
iProspect faces continued client portfolio shifts following the loss of Kering's global media account to Publicis and Ingka Group launching a worldwide media pitch affecting incumbent mandates. Leadership transitions also emerge, as former CEO Liz Rutgersson departs to helm Stagwell's Assembly. Amid these account movements, the agency secured media buying for Ikea's Skyrim campaign and won four accolades at the Outdoor Media Awards 2026. Operationally, parent group Dentsu continues scaling agentic AI capabilities across its US agencies through an expanded partnership with Newton Research.
Business model & monetisation
Revenue is primarily service-led. iProspect charges retainers for ongoing agency relationships, project fees for strategy and transformation work, and media-related fees tied to campaign management and media spend. Performance-oriented engagements may include compensation linked to conversions, ROAS, or other business outcomes. Proprietary data and identity capabilities such as Merkury appear to strengthen service delivery and pricing power, but are bundled into agency engagements rather than sold as independent SaaS products.
- Managed media services
- Service fees and retainers for planning, buying, optimisation, and reporting
- Media-spend-linked compensation
- Percentage-based fees tied to paid search, social, programmatic, and related spend
- Strategic consulting
- Project-based or contracted advisory fees
- Performance-linked engagements
- Outcome-based compensation tied to conversions, revenue, or ROAS
- Bundled data and identity enablement
- Value-added capability within agency engagements
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Media Channel
Ad Format
Featured market maps
- Media Agencies Landscape (Germany)
A structural overview of Media Agencies operating in Germany, grouped by their global Holding Groups and independent status.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Liz Rutgersson Named CEO of Stagwell's Assembly
Agency Leadership · Recorded impact score: 2/5
Stagwell-owned agency Assembly has appointed Liz Rutgersson as its new CEO, with a global and North American remit. Rutgersson, who previously served as CEO of Dentsu's iProspect, will start in the role on Monday. She is tasked with driving growth, bolstering client partnerships, and building long-lasting relationships. Assembly also announced that Connie Chan has been named CEO of Assembly in the APAC region. Rutgersson's preliminary conversations with CEO Mark Penn and Stagwell leadership indicate alignment on making Assembly an 'agency for the future.' Rutgersson told ADWEEK she chose Assembly because of its nimbleness combined with the scale offered by Stagwell.
- Liz Rutgersson named CEO of Assembly, effective Monday.
- Rutgersson previously was CEO at Dentsu's iProspect.
Ikea's Kallax Storageborn Mod for Skyrim Launches
Branded Entertainment · Recorded impact score: 2/5
Ikea, via creative agency Mother, launched 'Kallax Storageborn', a free downloadable mod for The Elder Scrolls V: Skyrim. The mod introduces a sentient Kallax shelving unit voiced by actor Matt Berry, which helps players manage inventory by providing unlimited capacity and automated loot collection. This campaign merges gaming culture with Ikea's storage solutions, targeting Skyrim's 'encumbrance mechanic' frustration. The activation includes a new questline and is supported by PR firms Hope&Glory and Wilson Hartnell, with media buying by iProspect. It represents a novel brand integration into a popular game, emphasizing fan-first engagement.
- Ikea launched 'Kallax Storageborn', a free Skyrim mod, on September 11, 2026.
- The mod is created by Mother and voiced by Bafta-winning actor Matt Berry.
Star appoints Thomas Biedermann Global Head of Media & Advertising
Hiring · Recorded impact score: 2/5
Star, a global technology consultancy, has appointed Thomas Biedermann as Global Head of Media & Advertising. Biedermann brings more than two decades of international media and advertising leadership across agency and client-side roles. He will lead Star’s global media strategy, deepen agency relationships and expand services to help brands build AI-ready marketing capabilities, modernize in-house MarTech and integrate brand-agency systems. Star cites a 2025 Forrester Consulting study it commissioned showing fragmented marketing systems and limited seamless data integration between brands and agencies. Biedermann’s prior roles include Managing Partner at iProspect, SVP & Managing Director at Merkle | DWA, and senior media roles at Sky Deutschland. Michael Schreibmann, CEO and Co-founder of Star, commented on the hire and the company’s focus on agency and brand transformation in the AI era.
- Star appointed Thomas Biedermann as Global Head of Media & Advertising.
- Thomas Biedermann has more than two decades of international leadership experience in media and advertising.
iProspect UK wins four awards at the Outdoor Media Awards 2026
Recorded impact score: 3/5
Insights ### iProspect UK wins four awards at the Outdoor Media Awards 2026
dentsu consolidates digital offerings under Caspari and Bühler
Agency & Consultancy · Recorded impact score: 3/5
dentsu Germany has reorganized its digital offering into two new units — Digital Innovation & Transformation and Digital Delivery Media — effective immediately. The move centralizes strategic digital capabilities and separates strategy/innovation from operational media delivery. Markus Caspari will lead Digital Innovation & Transformation, while Digital Delivery Media will be led by a long-serving dentsu manager (reported elsewhere as Patrick Bühler). dentsu Germany says the consolidation aims to raise the quality and integration of its digital services in Germany and to better align strategy, planning and execution. The announcement was published on Horizont (dfv Mediengruppe) on 2026-06-30. This item duplicates an earlier industry signal reporting the same reorganization and leadership assignments at the German dentsu group.
- dentsu Germany consolidated its digital service portfolio into two units: Digital Innovation & Transformation and Digital Delivery Media.
- Markus Caspari will lead the new Digital Innovation & Transformation unit.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Senior Native PHP Developer(Senior) | Engineering & Development | 2 Locations | |
| Account Manager(Mid-Level) | Customer Success & Client Operations | Multi-Location (6 Locations) | |
| Associate Manager – Account Management(Mid-Level) | Customer Success & Client Operations | India - Maharashtra- Mumbai - Worli - Devchand House - Level 6 | |
| Digital Client Executive(Mid-Level) | Customer Success & Client Operations | Madrid | |
| Copywriter, Performance Creative(Mid-Level) | Marketing & Growth | Chicago |
Explore company relationships
Questions about iProspect
What is iProspect?
iProspect is a dentsu-owned digital media agency that provides managed services across search, programmatic, paid social, retail media, SEO, analytics, and strategy.
Who uses iProspect?
Its customers are mainly brands, advertisers, ecommerce teams, and enterprise marketing departments that outsource media planning, buying, optimisation, and digital strategy work.
How does iProspect make money?
It earns revenue through agency retainers, project fees, media management fees linked to spend, and in some cases performance-based compensation tied to outcomes.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
12 publicly documented primary sources and citations linked across the market graph.
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