The global advertising industry has seen a number of major changes in recent years, and the unveiling of EssenceMediacom is no exception. GroupM, the world’s largest advertising holding company, announced the merger of two of its biggest agency networks, Essence and MediaCom, last spring. Today, EssenceMediacom officially launches as GroupM’s largest agency, with 10,000 people in 120 offices worldwide, with Nick Lawson at the helm as Global CEO.
The merger brings together two agencies with distinct strengths, including Essence’s performance, data, analytics, and creative technology, and MediaCom’s multichannel audience planning and strategic media expertise. The result is an agency responsible for $21 billion in global media billings (COMvergence, 2021).
Jill Kelly runs the U.S. operation as CEO and has declared January 31st as the agency’s “Founder’s Day,” with employees celebrating the formal launch annually. The agency’s client roster includes major brands such as Adidas, Airbnb, Bayer, Dell, EY, Google, Mars, NBCUniversal, PlayStation, Procter & Gamble, Signet, Target, The Coca-Cola Company and Uber.
The agency was able to retain the PlayStation account, which went into review after the merger was announced. This is a testament to the agency’s strength and shows how the fusion of Essence’s measurement and data-driven approach with MediaCom’s scale and strategic expertise creates a unique offering in the marketplace.
WPP’s consolidation efforts, like the EssenceMediacom merger, are aimed at simplifying a complex subsidiary ecosystem and confusing clients. This is especially important in today’s market where clients are seeking more integrated solutions. The merger of Essence and MediaCom also made practical sense as the two were already working together to service the Google, Mars, and NBCUniversal accounts when GroupM announced the merger.
According to CEO Jill Kelly, the combination of EssenceMediacom prevents clients from having to choose between GroupM sister agencies, providing them with a one-stop-shop for all their advertising needs. This is a key factor in the success of the new entity and sets it apart from other agencies in the market.
The task of formalizing the agency’s brand is a massive one, but with the combination of Essence and MediaCom’s strengths, EssenceMediacom is poised to become a major player in the advertising industry. The agency’s focus on measurement, data, and strategic expertise, along with its size and global reach, make it a force to be reckoned with.
Overall, EssenceMediacom’s launch is a significant event for the advertising industry and represents a new era for GroupM. With its combination of measurement, data, and strategic expertise, the agency is well positioned to provide clients with the integrated solutions they are seeking in today’s market. It will be interesting to see how EssenceMediacom evolves in the coming years and what impact it will have on the advertising industry as a whole.
