Essence ushers in a new age in Australia: can it replicate the global success?
Following the agency’s merger coming into effect a month ago, Mumbrella’s Calum Jaspan looks at Essence’s prospects in Australia as a new leading agency in GroupM, following global success.
GroupM agency Essence is now in operation in its new iteration and national offering in Australia, following the merger with AQKA Media on1 January
These plans were revealed after the latter came together with Ikon just eight months prior in a strategic move, providing a rocky and confusing year for its employees. While the dust settles on the changes at GroupM, focus turns to whether Essence can build out its footprint in Australia, appropriate to its staff size and client list, and replicate the success the agency has experienced in other global markets to date.
The elevation means the agency now stands alongside Wavemaker, MediaCom, and Mindshare in terms of size, taking GroupM back to four agencies on equal footing.
