Enfamil to Embark on an Integrated Media Strategy with iProspect

iProspect has been named Media Agency of Record for Reckitt's Nutrition business in the U.S. following a competitive review. The dentsu agency will work across the product portfolio to create insight-based media strategies that meaningfully reach and engage consumers with the right message at the right time. Marking an expansion of the longstanding relationship, iProspect has been a global agency partner of Reckitt for over five years in key markets across EMEA and APAC. 

"We aim to support consumers across all of life’s stages, especially during the first 1000 days," said Faraz Siddiqui, vice president of the nutrition business at Reckitt. "iProspect’s depth and breadth of experience can clearly help us connect with our consumers better. We see iProspect as a strong fit for our needs and look forward to leveraging their expertise.”  

Delivering on Reckitt's ambition to enable hyper-personalised experiences, iProspect will leverage Merkury, dentsu’s global data and identity platform, which boasts 95% of U.S. individual and household coverage with 268M+ reachable U.S. adults, to facilitate audience creation through planning, activation, measurement, and optimization.

“At iProspect, we are focused on brand building at every part of the funnel while operating with an identity first mindset,” said Liz Rutgersson, CEO of iProspect North America. “We are so excited to be expanding our partnership with Reckitt to help bring together their consumer and retail media planning to grow the brand in the U.S. market and enable a harmonious and synchronised customer journey.”

This news builds on what has been a momentous year for iProspect and follows other notable wins including Ferrero Group, MoneyGram and OPTAVIA. iProspect is known for their performance heritage and full funnel expertise, accelerating future-ready brands through relevant customer experiences. Through a relentless focus on human-centric solutions, iProspect has driven accelerated growth for iconic brands including Abercrombie & Fitch, Albertsons, Cox, Hilton, LinkedIn, and more.