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Agencies have been promising to dismantle the silos among the endless arrays of advertising and marketing services. With Dentsu agency iProspect’s switch to being a full-service shop, executives are conscious of maintaining its identity in the world of performance marketing.
In early October, iProspect signaled that it had found the person to maintain its original focus, while steering it in a broader direction. The hiring of Publicis Groupe veteran Danielle Gonzales as iProspect’s first North American CEO sent a clear message that the agency was changing.