GroupM has announced the global integration of MediaCom and Essence, which 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 new EssenceMediacom infuses the digital and data-driven DNA of Essence with MediaCom’s scaled multichannel, audience planning and strategic media expertise, designed to power client growth globally with an agile response to a rapidly evolving media landscape.
Zac Stephenson, current MediaCom New Zealand Managing Director, will lead the new agency working closely with Pat Crowley, who will become CEO of EssenceMediaCom across ANZ.
GroupM describes the integration as game-changing in New Zealand and will create new capabilities and opportunities for the agency’s people and clients locally.
“We’re excited to roll out this new proposition over the coming months, and Zac is the perfect person to lead it,” said a statement issued.
The two agencies 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. Mindshare is a strategic powerhouse with purpose, focused on delivering Good Growth, Wavemaker is emerging as the home of the boldest challenger brands and startups with its mission to provoke growth.
The new entity is expected to be fully operational around the globe 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.
“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,” says Lawson.
Matshushita adds: “Today’s global marketers need both agility and scale from their agency partners to properly support their businesses across international markets. Bringing together Essence and MediaCom – each with their own celebrated histories of excellence – will create a truly unique combination of agile innovation and global scale in a single agency.”
GroupM New Zealand recently appointed Christophe Spencer as Chief Digital Officer, to lead data and technology, demonstrating the group’s goal to deliver transformation-through-technology.