EssenceMediacom officially launches as the ‘breakthrough agency’

GroupM’s merged agency, EssenceMediacom officially launched globally today, under its new branding as the ‘breakthrough agency’.

First revealed in early 2022, GroupM said the merger between Mediacom and Essence, is to “disrupt the old models across media, creative, innovation and analytics”, built to deliver new opportunities for brands and “deliver truly integrated media solutions”.

The new EssenceMediacom logo

On the launch, local CEO Pat Crowley said: “We’re excited to bring our ‘breakthrough’ ambition to our clients locally. Here in Australia and New Zealand, we’ve got a team of energetic and talented people who have been working towards this launch, bringing together the amazing depth of talent, data, tools and technology in Essence and MediaCom to bring unmatched capability to clients. At the core of building EssenceMediacom is the recognition that we need to be a new kind of media agency that is fit for purpose in the future. We’ve been honing our skills and expertise, and sharpening our ability to help marketers break through.”

The agency’s proposition centers around “delivering marketing breakthroughs for its clients”.

The combined agency is now the second largest in market according to 2022 figures from both RECMA and Convergence.

EssenceMediacom said its local headcount stands at 550, with 10,000 staff globally, led by CEO, Nick Lawson.

Local CEO, Pat Crowley

In New Zealand, the agency will be led by current Mediacom managing director, Zac Stephenson.

Locally, the agency’s roster includes Commonwealth Bank, Isuzu, KFC, Myer, Nib, Queensland Government, Google, Adidas, Bayer, Dell, Google, Mars, The Coca-Cola Company, Uber, and more.

The past few months have seen a flurry of activity for the agency in preparation for the official launch.

Matt Scotton joined EssenceMediacom as chief product and marketing officer this month, while Sydney managing director, Mike Worden joined Endeavour Drinks Group, replaced by PHD’s Stephanie Douglas–Neal.

Jack Graham also joined as national head of planning from Mediabrands’ UM.

In December it retained PlayStation as a client, while Tourism and Events Queensland shifted to Dentsu, and Entain Group moving to Atomic212. 

APAC CEO, Rupert McPetrie added: “This is a hugely exciting day for our people, our clients and our partners. With Essence and Mediacom joining forces, we have an extraordinary opportunity in front of us to deliver breakthrough thinking and work to drive growth for brands and businesses. In the fast-changing APAC region, which is also an important priority globally, we look forward to working together to continually push what’s possible in media, with category-defining innovations to create advantage for our clients in the new communications economy.”



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