EssenceMediacom launches in 120 offices globally

GroupM is launching its newest and largest agency – EssenceMediacom – with ambitions for it to deliver marketing breakthroughs for its clients.

Comprised of 10,000 people across 120 offices globally and led by Global CEO Nick Lawson, EssenceMediacom combines Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise.

In Australia, EssenceMediacom will become one of the largest agencies in the market with over 550 people and close to $ 1 billion in billings (COMvergence, 2022). In New Zealand, the agency is creating a data and technology-led agency that brings the power of Essence to the market for the first time, led by former MediaCom New Zealand Managing Director Zac Stephenson.

Everything will be 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 and make it available to EssenceMediacom’s teams and clients across the globe.

The agency launches with an enviable 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).

Supplementing these global clients, 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.

EssenceMediacom is part of GroupM, WPP’s media investment group, giving it access to the richest data, most robust benchmarks and most advanced capabilities in the market fueled by the company’s cross-channel performance division GroupM Nexus and Choreograph, GroupM’s industry-leading data and technology services provider. 

Pat Crowley, Australia and New Zealand CEO, EssenceMediacom, says they are excited to bring their ‘breakthrough’ ambition to local clients.

“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.”

Rupert McPetrie, EssenceMediacom’s APAC CEO, says: “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. I’m personally excited to see the way EssenceMediacom’s commitment to creating breakthroughs will change expectations for what’s possible in business, culture, and marketing and produce enormous value for our clients.” 

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