Under the reorganization, Dentsu will unify Merkle’s media capabilities under iProspect. As a result, Liz Rutgersson will become North America CEO of iProspect. She most recently served as Merkle’s chief media officer, a role that will no longer exist as part of the merger. Danielle Gonzales, who previously held the North America CEO role at iProspect, becomes chief growth officer of Dentsu Americas, a newly created position.
The combination will create a more “holistic approach to digital media and performance planning,” for iProspect, Komasinski said.
Dentsu’s performance creative businesses will now report to Dentsu Creative rather than Dentsu’s media brands. The performance creative offering will be co-led by Amy Thorne, executive VP, performance creative business Lead at Merkle, and Octavio Maron, exec VP and head of creative and content for Dentsu Media.
The moves will not come with staff cuts, according to Komasinski, who admitted there could be some “efficiencies” changes made as the mergers proceed. Komasinski also said no agency names will change.