Principal Financial Group Names iProspect Brand Media Agency of Record

iProspect has been named US brand media agency of record for Principal Financial Group and Principal Asset Management following an extensive competitive review. As US brand media AOR, iProspect will oversee media investment across channels for Principal while driving efficiency and optimizing paid media, accelerating development of performance marketing capabilities, and improving tracking and reporting. 

“We’re excited to be bringing iProspect on as our US brand media agency of record to ensure Principal is showing up consistently at every step of the customer’s journey with an integrated cross-capability approach,” said Diane Van Wyngarden, vice president of brand, media, and creative at Principal. “iProspect’s capabilities in proprietary, data driven targeting and media optimisation, combined with a clear point of view in how to stand out in the market, has given us confidence that this partnership will continue to grow the Principal brand in effective ways.”

With creative, media, and customer experience capabilities working in tandem across dentsu, the iProspect team will seek to accelerate growth for Principal as a fully integrated B2B2C transformation partner.

“At iProspect, we believe in building brands through a performance mindset. Our team is passionate about identifying human-centric solutions for brands that drive accelerated growth, and we look forward to partnering on this approach with Principal,” said Liz Rutgersson, CEO of iProspect North America. “In doing so, we will collaborate closely with our dentsu teams across the business to provide a truly integrated approach to holistic media planning and audience innovation, helping Principal continue to stand out as a key leader in the financial services category.”

iProspect was selected after the completion of a competitive review led by Ken Robinson of Ark Advisors and will get to work immediately. This news builds on what has been a momentous year for iProspect and follows other notable wins including Ferrero Group, MoneyGram, OPTAVIA, and Reckitt Nutrition. 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.