Staff Reporters
Apr 13, 2022

As Isobar’s focus evolves, how is growth affected?

AGENCY REPORT CARD: The Dentsu agency continues to hunt for a sense of identity, with its focus in 2021 on building out its brand-experience credentials. But how did business fare?

As Isobar’s focus evolves, how is growth affected?

As Dentsu reshapes its bloated operations and slashes the number of agencies from 160 to just six, Isobar, the network’s customer experience shop has been an important beneficiary globally and in APAC. Isobar absorbed a range of different businesses: Accordant in Australia in January 2021, Lemonade in Malaysia in March and Watconsult and Perfect Relations in India.

Meanwhile it cleaved out some enterprise-tech capabilities, which moved to B2B-focused Merkle, and instead added muscle to its own skills around innovation and experience technology. Isobar also tweaked its focus in 2021 to focus on emerging opportunities around gaming engines and virtual identities as it has sought to be at the forefront of rapidly changing and digitising shifts in CXM.

How did we grade Isobar? Our full report with the overall grade—plus scores and a detailed analysis of the network's business performance; innovation; DEI and sustainability efforts; creativity and effectiveness; and management—is available only to Campaign members.

Become a Campaign Asia-Pacific member to get access to all the 2021 Agency Report Cards and much more.

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