Essence keeps media business of Myer’s, extending 12-year partnership
GroupM’s media agency, Essence, has retained the media accounts of Myer’s, extending a 12-year partnership with the department store.
The Melbourne-based account includes media strategy, full online and offline planning and investment duties for Myer. Essence has assisted Myer to deliver bespoke solutions for the company to expand its offer and scale its online business.
While Myer’s media account was initially attributed to WPP’s Ikon, the agency merged with AKQA to become AKQA Media in 2021, which subsequently merged under Essence’s name earlier this year.
In April 2022, GroupM announced a global move to merge two key media agencies, Essence and Mediacom, to create EssenceMediacom.
Jeremy McNamara
Essence Melbourne managing director, Jeremy McNamara, said: “The word ‘partnership’ gets thrown around so much these days, but we feel privileged to have grown a true partnership with the team at Myer over the past 12 years – one built on trust, excellence and accountability.
“We’re thrilled to be continuing our partnership with Australia’s most trusted department store and helping with the delivery of its Customer First Plan.”
Myer’s head of media, Aaron Achurch, added: “Essence has been a critical partner to us in developing and rolling out our media buying strategy to ensure that we are communicating in the best way, across all channels, on our range and offer to our customers – and we look forward to continuing to work with them on the delivery of our future plans in this important area.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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