Set up as part of the organisation’s drive to broaden its membership, the Media Planning Alliance reflects the growing demand from clients for content marketing solutions being offered by all types of agencies. iProspect follows in the footsteps of MediaCom, who joined the CMA after launching their specialist content marketing division, MediaCom Beyond Advertising.
Founded in 1996 in the US, iProspect has evolved to dominate the global digital performance marketing space, driving digital performance for clients through Paid & Natural Search, Performance Display, Affiliate Marketing, Mobile, Paid Social, Social Media Management, Content Generation, Lead Generation, Analytics and Conversion Rate Optimisation. The iProspect team stretches across 47 countries with 60 offices and over 2,000 employees and works with some of the world's leading digital advertisers including adidas Reebok, American Express, British Airways, Burberry, General Motors, Hilton, Mondolez, Nokia and Sonos.
Formed in 1993, the CMA has been at the front of the content marketing revolution, driving the industry forward as it has evolved to become the £4bn industry it is today. The CMA’s members produce effective content across all disciplines including print, video, mobile and online for over 1,000 leading brands and organisations in the UK and internationally.
Clare Hill, Managing Director, Content Marketing Association, said: “As one of the leading global digital performance agencies, we are thrilled to welcome iProspect to the CMA. We look forward to working with them to drive understanding and dialogue between CMA member agencies that are world-class at creating content marketing, and media planning agencies such as iProspect, who can offer real specialism in sector, technology and data.”
Ben Wood, President, iProspect Global, said: “More and more we find our clients want to connect with their consumers in new ways through creating and distributing content. Indeed we see a world where Performance Marketing is being redefined by the central role that Content is playing in creating a narrative between brand and consumer – and it is in Content Services that we are growing fastest. Joining the CMA allows everyone at iProspect to have access to, and allows our clients to benefit from, the research, expertise and connections the organisation has to offer. We’re really excited to join the CMA’s Media Planning Alliance and we look forward to forging a close relationship with Clare and all at the association.”
About CMA
The CMA says: “The Content Marketing Association (CMA) is a not for profit organisation representing the content marketing industry. The overarching aim of CMA is to promote the use of editorialised content as an effective marketing tool to client-side marketers and showcase the range of channels that can be used to editorially engage customers from digital - such as smart phone apps, tablet-enabled microsites, video and branded TV - to the more traditional customer magazines.”
