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The new entity combines Essence’s expertise in performance, data, analytics and creative technology with MediaCom’s expertise in multi-channel audience planning and strategic media. EssenceMediacom is part of GroupM, WPP’s media investment group.
Nick Lawson will become global CEO of EssenceMediacom, an agency with 10,000 staff in 120 offices around the world that seeks out new opportunities and delivers integrated media.
Lawson said: “This process has been nine months in the making and I am delighted to see our ambition to combine Essence and MediaCom finally become a reality. Our people will form the foundation of our revolutionary agency and we remain committed to providing an environment of continuous learning so they can develop and bring out the best in each other, and with analytics, data and technology at the core, I am confident we will achieve breakthroughs across our client base.”
Everything will be based on EMOS (Essence Mediacom Operating System). This modular suite of tools and data will connect the technologies of Essence, MediaCom and GroupM and be made available to Essence Mediacom teams and clients around the world. The agency is launching in the Middle East and North Africa region with a client list that includes Richemont, Adidas, Bayer, Google, Mars, Etisalat, Nadec, PlayStation, Vodafone, The Coca-Cola Company and Uber.
Christian Juhl, Global CEO of GroupM, said: “Combining Essence’s measurement and data DNA with Mediacom’s scale and strategic expertise, together with Mindshare, Wavemaker and mSix&Partners, creates something truly unique in the market. The launch of Essence Mediacom ensures we have the solutions and the mindset to meet the needs of all brands and marketers looking to grow their business in the new economy. I am personally excited to see Essence Mediacom’s commitment to creating breakthroughs that will change expectations for business, culture and marketing, and deliver tremendous value to our clients.”
Eyad Abdul Khalek, CEO of EssenceMediacom MENA, said: “We are very excited to launch our new agency program in the MENA region and provide game-changing growth opportunities for our clients and employees. We have achieved tremendous success in the region. This evolution of the agency over the past few years will only enhance our ability to showcase what media can do for our clients in the new communications economy.”
In Tunisia, Mediacom will now also Essens Media.
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