iProspect Taiwan, a leader in innovative marketing and campaign strategies, has been honored with the Gold Trophy for Taiwan Media Agency of the Year at the Campaign Agency of the Year Awards held on December 6, 2024, in Shanghai. This prestigious accolade recognizes the finest media agencies that specialize in media management, delivering integrated strategies across all media channels to create impactful campaigns.
Winning this award marks a significant achievement for iProspect Taiwan, acknowledging its outstanding performance, innovation, and leadership in the media industry. The Campaign Media Agency of the Year title underscores iProspect Taiwan’s ability to deliver exceptional results for clients, further solidifying its reputation as a leader in digital marketing. This recognition serves as a testament to iProspect Taiwan's relentless commitment to excellence and its ongoing efforts to push the boundaries of creative and strategic marketing.
Ego Lau, Managing Director of iProspect Taiwan, expressed immense pride upon receiving the award. "We are absolutely honored to receive the Campaign Media Agency of the Year award. This recognition is a direct result of the hard work, creativity, and dedication of our incredible team. Our mission has always been to create campaigns that not only drive results but also resonate with audiences. This honor reflects our unwavering commitment to excellence and our clients’ success."
The Campaign Media Agency of the Year award is one of the most highly regarded honors in the marketing and advertising industry, celebrating agencies that deliver innovative and high-impact campaigns that drive significant business growth. iProspect Taiwan’s selection from a pool of leading industry players highlights the agency’s remarkable achievements and the exceptional caliber of its work.
iProspect Taiwan’s Transformation: Embracing Full-Funnel Strategies and AI for a Hybrid Future
iProspect Taiwan’s journey to this achievement has been underpinned by a bold and strategic transformation. While narratives of transformation often focus on companies moving from traditional to digital, iProspect Taiwan has rewritten this script by evolving from a purely digital and performance-driven agency into a full-funnel media agency. With 31% of overall media spend in Taiwan still accounted for by traditional media, this shift has positioned iProspect Taiwan to meet the growing demand for integrated strategies across digital and traditional platforms.
This transition, however, was not without its challenges. With a young workforce, the average employee age being just 28 years, and minimal experience in traditional media, iProspect had to adapt swiftly. Instead of getting bogged down in price wars, the agency focused on a future-oriented strategy that emphasized innovation, data, and AI.
In 2023, during a turbulent period with looming budget cuts and client uncertainties, iProspect Taiwan seized the opportunity to reinvent the core pillars of its business: people, product, data, and creativity. This transformation was powered by a highly sophisticated consumer data platform, the only system in Taiwan to integrate data from 117 publishers and Chungwa Telecom, Taiwan’s largest telecom provider. This data integration gave iProspect Taiwan unparalleled insights into consumer behavior and purchase habits, fueling the agency’s shift toward full-funnel strategies that encompassed integrated planning, e-commerce, SEO, and creative data utilization.
Groundbreaking Campaigns and Impressive Growth
iProspect Taiwan’s strategic shift has already yielded impressive results, particularly in the beauty category. For a leading beauty client in Taiwan, the agency used first-party data to create detailed consumer personas, such as confidence aspirers and nature and safety lovers. By leveraging Dentsu Wonder, a homegrown AI tool, iProspect identified 22 product categories from the client’s portfolio most suited to these personas. This hyper-targeted approach led to significant growth in the beauty sector, with remarkable increases in order value.
In another notable case, iProspect Taiwan used its full-funnel approach to help a client recover from a pandemic-induced slump. The agency implemented a marketing effectiveness analytics platform, allowing the client to measure the direct impact of branding investments on actual sales, both online and in physical stores. Additionally, iProspect’s innovative approach tied its service fees to the brand’s sales performance, with 25% of its remuneration based on positive business results. This commitment to tangible outcomes not only delivered results above the industry norm but also secured the account without the need for a pitch.
Building on these successes, iProspect Taiwan has developed the Beauty Expert Task Force, which blends performance-driven strategies with high-impact awareness solutions. This initiative, along with collaboration with top beauty publishers, has further cemented iProspect’s reputation in the beauty category.
These groundbreaking strategies have propelled iProspect Taiwan’s impressive growth trajectory, with 33 new wins and a 25% revenue increase over the past three years. In recognition of its performance, RECMA named iProspect Taiwan the fastest growing media agency in Taiwan. By embracing a data-powered transformation, iProspect Taiwan is poised to navigate a hybrid future where digital media holds primacy, but traditional media still plays a key role.
About Campaign Agency of the Year Awards
Since the early 1990s, Campaign’s Agency of the Year awards have honored agencies that exemplify inspiring leadership, management excellence, outstanding business performance, and overall achievements in advertising and brand communications. The awards process, known for its integrity, recognizes agency excellence both locally and regionally. Agencies from various sectors, including media, advertising, digital, PR, and specialist agencies from across the Asia-Pacific region, the UK, and EMEA are eligible for recognition.
About iProspect Taiwan
iProspect Taiwan is a full service media agency specializing in digital performance marketing and offering a comprehensive suite of services, including integrated content, media, and data consulting. The agency’s client-first approach and innovative strategies have earned it a reputation as one of Taiwan’s fastest growing full media agencies. In March 2024, iProspect Taiwan was recognized by RECMA as the fastest growing agency in Taiwan over the past three years, also earning an A+ performance rating for two consecutive years.
With a dedicated team of passionate and innovative professionals, iProspect Taiwan works closely with clients to create campaigns that not only drive measurable results but also foster brand growth. By blending creativity with data-driven strategies, iProspect Taiwan continues to lead the way in performance marketing, shaping the future of the industry in Taiwan and beyond.
