In a significant achievement for the network’s media practice, dentsu's specialist agencies have been shortlisted for eight campaigns at the 2025 Performance Marketing Awards. Carat, iProspect, and dentsu X have all been recognised for their innovative work across data utilisation, lead generation, programmatic advertising, and affiliate marketing.
iProspect claimed four shortlisted entries through innovative applications of technology and data.
Elizabeth Arden: Lead Generation Efficiency
Category: Best Lead Generation Campaign
In a saturated skincare market, iProspect developed an innovative lead generation campaign for Elizabeth Arden's Ceramide Capsules. The strategy optimised customer acquisition through dynamic integrations between Klaviyo, SoPost, and Meta. By blending digital media with physical product sampling, the full-funnel approach encouraged product trials before purchase by delivering real samples to interested consumers. First-party data integration allowed for precise audience targeting while excluding existing customers to ensure relevant advertising. The approach strengthened Elizabeth Arden's data foundation while creating a sustainable marketing model.
DFDS: AI-Powered Demand Generation
Category: Best Use of Programmatic
iProspect helped Europe's leading ferry operator DFDS re-engage users throughout their purchase journey using a single partner approach. Through a customised framework, we enhanced customer engagement by testing AI-driven strategies with Demand Gen on DV360 during its Beta phase. The campaign successfully transitioned from the upper-funnel to middle-funnel activities while reaching high-quality audiences most likely to book with DFDS. The approach is now integral to their always-on plan for 2025, with ongoing A/B testing to optimise different funnel stages.
The Economist: Subscription growth through automation
Category: Best Paid Social Campaign
iProspect tackled The Economist's challenges in delivering timely, relevant content during the election year while optimising campaign performance. With Google limitations on election content, they developed an agile Meta-based solution focused on reducing CPAs, improving engagement, and increasing subscriptions. The innovative approach included creating a BeGenius feed that automatically pulled article titles and images from The Economist's website, enabling real-time content integration without manual intervention. A/B testing between Meta's Dynamic Ads and Smartly's Automated Ads allowed for performance optimisation.
Red Funnel: Data-driven performance partnership
Category: Together We Solved That
iProspect partnered with MiQ to drive sales conversions at a guaranteed CPA rate for Red Funnel Ferries. The campaign leveraged innovative products and solutions to create a unique buy model that delivered an Outcomes campaign. The approach focused on guaranteeing specific performance metrics through strategic collaboration and technology integration.
The 2025 Performance Marketing Awards showcase dentsu's commitment to measurable, data-driven marketing approaches that deliver business results across diverse client categories. Winners will be announced on May 14, 2025, in London.
You can read the full shortlist here: https://performancemarketingawards.co.uk/shortlist/.
