Dentsu Aegis Network (DAN) has launched iProspect in Vietnam through its acquisition of Ambient Digital.
DAN will rename Ambient as iProspect Vietnam and combine Ambient’s programmatic ad-tech platforms, digital creative production and social management with iProspect’s performance and search capabilities.
The acquisition only affects Ambient’s operations in Vietnam and will not be implemented in its overseas markets like Hong Kong where it also has an office.
Thu Nguyen, the founder and chairman of Ambient, will assume the role of chief executive of iProspect Vietnam while Andrew Stephens, the co-founder and chief executive of Ambient, will take on the role of chief growth officer of the new agency.
They will report into Sanjay Bhasin, chief executive of DAN Indochina.
“Dentsu Aegis Network’s acquisition of Ambient Vietnam is the lynchpin in driving towards our strategy to be the leading marketing services group built for the digital economy in the region,” said Bhasin.
“They have grown to become the largest independent digital media agency in Vietnam and continue this journey by spearheading the entry of iProspect here. As multi-screen search and performance campaigns become a key focus for advertisers, the launch of iProspect through the Ambient acquisition ensures our clients continue to succeed in the digital space.”
Thu and Stephens added: “Dentsu Aegis Network brings to Ambient Digital Vietnam the credibility and gravitas of an international agency group. We have been working closely with Dentsu Aegis Network Vietnam’s agencies for some time and have already seen early successes with this partnership.”
“iProspect’s Vietnam launch is significant as it marks the first entry of a global performance agency in this market. The integration of iProspect’s tools and technology with Ambient’s local knowledge and digital expertise represents a unique and robust offering for Dentsu Aegis’ clients, our clients and the clients we are yet to meet. The evolution of Ambient into iProspect is an exciting opportunity which allows us to bring the most advanced digital solutions to the Vietnam market.”
In May, DAN closed Amplifi, its media innovation and investment division, in Australia, to reintegrate it back into its media brands in the coming months.