GroupM’s EssenceMediacom, with a plan to disrupt models across media, creative, innovation and analytics, has formally launched.
This creates one of the largest agencies in Australia with more than 550 people and close to $1 billion in billings, according to COMvergence.
EssenceMediacom has a strong local client portfolio, including Commonwealth Bank, Isuzu, KFC, Myer, nib and Queensland Government in Australia, and Fonterra and Lion in New Zealand.
Globally, the joining fo Essence and Mediacom brings together 10,000 people across 120 offices, led by global CEO Nick Lawson.
Pat Crowley, Australia and New Zealand CEO, EssenceMediacom, said: “Here in Australia and New Zealand, we've got a team of energetic and talented people who have been working towards this launch, bringing together the amazing depth of talent, data, tools and technology in Essence and MediaCom to bring unmatched capability to clients.
"At the core of building EssenceMediacom is the recognition that we need to be a new kind of media agency that is fit for purpose in the future. We’ve been honing our skills and expertise, and sharpening our ability to help marketers break through.”
In New Zealand the power of Essence is being brought to the market for the first time, led by former MediaCom New Zealand managing director Zac Stephenson.
Everything is underpinned by EMOS – EssenceMediacom’s Operating System. This modular suite of tools and data will connect the best of Essence, MediaCom and GroupM’s technology.
The agency launches with a global client roster, which includes adidas, Bayer, Dell, Google, Mars, NBCUniversal, PlayStation, Procter & Gamble, The Coca-Cola Company and Uber, and will be responsible for more than $21bn in global media billings (COMvergence, 2021).
Rupert McPetrie, EssenceMediacom’s APAC CEO, said: “With Essence and MediaCom joining forces, we have an extraordinary opportunity in front of us to deliver breakthrough thinking and work to drive growth for brands and businesses.
"In the fast-changing APAC region, which is also an important priority globally, we look forward to working together to continually push what’s possible in media, with category-defining innovations to create advantage for our clients in the new communications economy.”
Christian Juhl, Global CEO, GroupM said: “The fusion of Essence’s measurement and data-driven DNA with MediaCom’s scale and strategic expertise creates something truly unique in the marketplace.
"Alongside Mindshare, Wavemaker, and mSix&Partners, the launch of EssenceMediacom ensures we have the solutions and thinking to meet the needs of every brand and marketer seeking to grow their business in the new economy."
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