GroupM is integrating MediaCom into the data and measurement-driven agency Essence, creating a global entity, EssenceMediaCom, becoming one of the largest media agencies in Australia.
In Australia, Essence's Pat Crowley will be taking on the leadership of the expanded agency as CEO.
Yaron Farizon, who has led MediaCom over the past 12 months, will take on a global role in London to build and deploy the new EssenceMediaCom proposition for global clients. .
The new agency will have more than 550 people across offices in Brisbane, Melbourne and Sydney, and more than $1 billion in client billings.
The two agencies complement each other strategically, with the digital, creative technology, data-driven performance, and product development capabilities of Essence supercharged with MediaCom’s global scale, exemplary client service, and multichannel audience-planning expertise.
The agencies have collaborated successfully on major global clients, including Google, NBCU and Mars. In Australia, PHD continues to handle the media buying for Google (the only market to retain the client globally).
Globally, EssenceMediaCom will be led by Nick Lawson, the global CEO of MediaCom.
Lawson: "The formation of EssenceMediacom builds on the strong and proven relationship between the agencies to create the agency model our clients want for the future — one founded on brilliant strategy and brand-building capabilities, with pioneering digital expertise running throughout.
"EssenceMediacom will not only help our clients see the bigger picture and reimagine what’s possible; it will also provide opportunities for our people to upskill and train in new areas, further enriching and enhancing their careers."
The current global CEO of Essence, Kyoko Matsushita, has been promoted to WPP Japan CEO.
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