Essence Media Health Check to help marketers reach digital campaign outcomes and transformation
Group M’s Essence has launched the Essence Media Health Check, a new service to assist marketers monitor business outcomes from digital media campaigns.
Development of the service began early last year as a as a strategic aid for marketers facing tectonic shifts in consumer behaviour, market-wide volatility and downward budgetary pressures due to the onset of the COVID-19 pandemic. It was introduced as a means for clients to accelerate their digital transformation through a set of industry-leading best practices.
The Media Health Check comes out of Essence’s Global Ventures division, the agency’s innovation, research and development hub based in Singapore and supported by the Singapore Economic Development Board (EDB).
James Smyllie
James Smyllie, senior vice president and head of media, at Essence APAC, said: “Now, more than ever, marketers are under pressure to deliver the maximum from their media budgets. With Essence Media Health Check, we are excited to help marketers leverage our best-in-class digital best practices and proprietary tools to optimise their media investment and unlock value in their campaigns, in a fast, effective, efficient and actionable way.
Essence Media Health Check provides marketers with access to the agency’s digital media capabilities, technologies and automation tools, and delivers analyses of media channels and marketing technologies that can be used to increase effectiveness and return on investment.
The pilot Media Health Checks across a number of business categories found at least 30% to 40% improvements in media efficiencies and potential business growth.
“We consistently observe swathes of missed opportunities for marketers and believe this is immediate ‘money on the table’ that can be unlocked for diverse business scenarios from margin improvements to volume growth,” said Essence executive vice president, Kunal Guha.
Kunal Guha
