GroupM’s new NZ agency

SYDNEY, Today: GroupM has created a new agency in New Zealand with merger of global shops Essence and MediaCom.

MediaCom NZ MD Zac Stephenson said: “This move will bring the digital, creative technology, data-driven performance, and product development capabilities of Essence to the New Zealand market for the first time. 

The merged group sees the formatiion a new performance-led, data and technology enabled, agency called EssenceMediaCom.

Zac Stephenson will continue to lead the NZ operation, “working closely” with Pat Crowley, who will become ceo of EssenceMediaCom across AUNZ. 

He said: “The creation of EssenceMediaCom fuses the globally renowned digital, data, analytics, and creative technology of Essence with MediaCom’s scaled audience planning and marketing science expertise.

“Zac Stephenson will continue to lead the NZ operation.”

“It’s game-changing in New Zealand and will create new capabilities and opportunities for GroupM’s people and clients locally.

“The two agencies complement each other strategically and EssenceMediaCom is the natural evolution of the partnership between two agencies that have collaborated successfully on three major global clients to date – Google, NBCU and Mars.

“The move also creates greater differentiation across GroupM agencies as EssenceMediaCom, Mindshare and Wavemaker each follow distinct paths to drive growth for their clients, underpinned by the power and scale of GroupM.

“We’re excited to be bringing a whole new data and tech philosophy and capability to New Zealand to build on MediaCom’s existing strength in the local market with this newly blended business.

“The new entity is expected to be fully operational around the world by 2023. Globally, EssenceMediaCom will be led by Nick Lawson, currently the global ceo of MediaCom. Current global ceo of Essence Kyoko Matsushita has been “promoted” to WPP Japan ceo.”

GroupM New Zealand recently appointed Christophe Spencer as chief digital officer.