Dentsu Canada has made a key leadership appointment, promoting industry veteran Tracey Johnson to chief client officer of digital and performance agency iProspect Canada.
Working alongside Sarah Thompson, president of Dentsu Media Canada, Johnson will lead the client account teams and pursue new business, as well as contribute to overall media operations for Dentsu. Johnson first joined Dentsu in 2017, moving over to iPropsect as managing director last year.
Over the last two years, iProspect has been evolving from a performance marketing agency to a full-funnel media agency informed by performance expertise. Johnson says that approach is particularly relevant to the challenges clients are facing right now.
“Right now, we’re seeing inflationary pressures as a major factor in our industry,” she says. “What’s exciting is that by enhancing performance with the appropriate marketing resources and technologies, alongside investing in brand channels and strategies, our clients have the chance to not only reduce inflationary pressures but also emerge as industry leaders. Immediate steps for brands to take include committing to spend, shifting into areas where the audience is growing within the platforms, optimizing campaigns against attention metrics, considering overlooked or never-considered inventory in the channel mix, and leveraging adaptive attribution models and marketing mix modeling.”