IProspect sets ground for Mena operations

Dubai: IProspect, a specialist agency which tracks consumer habits on digital platforms, is setting up a dedicated Middle East and North Africa operation. Currently it has a global network of 45 offices.

The firm is part of the London Stock Exchange-listed Aegis Media and will complement the latter's creative and media agencies, Isobar and Carat respectively.

IProspect has access to partnerships with the major online search engines and will also introduce digital marketing services.

The new operation will be headed by Fredrik Schauman in his capacity as managing director. Formerly the chief operating officer at Bates Pan Gulf, he has experience in digital marketing having worked with advertising agencies in Europe, including TBWA and Louder. He has also run two local search firms in Europe.

According to a recent eConsultancy report, digital marketing budgets are expected to increase by 23 per cent in the Middle East, with 41 per cent of firms planning to increase investment into customer relationship management channels.

"Internet penetration is so high search engine optimisation will increase by over 50 per cent in the next three years," said Michael Nederlof, CEO for Aegis Media Mena. "So, iProspect is a pivitol addition to the Aegis Media family."