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EssenceMediacom retains media duties for PlayStation

EssenceMediaCom will continue as the global media agency of record for PlayStation, with the account also retained locally, Mumbrella understands.

The appointment sees the reported US$170 million (AUD$255.085 million) global account retained by the GroupM family after it was awarded to MediaCom in 2016.

The global merger of GroupM media agencies Essence and MediaCom was announced by the WPP investment arm in April, creating a 550-person agency under the leadership of former Essence CEO, Pat Crowley.

The win will be welcomed by the new agency, which goes live officially in January, after the agency parting ways with Lindt, Tourism and Events Queensland, and Entain Australia in the second half of the year.

A local EssenceMediacom spokesperson was unavailable for comment at the time of writing.

Speaking on the Mumbrellacast last month, GroupM Australia CEO Aimee Buchanan said EssenceMediaCom “brings the richness of the digital capability that existed in Essence, built around Google globally, and marrying that with the scale and network of Mediacom, in a world that clients don’t need to pick between a specialist and a scaled proposition.”

Earlier this month PHD’s Sydney MD Stephanie Douglas–Neal was appointed as EssenceMediaCom’s new Sydney general manager. Douglas-Neal replaces Mike Worden, who along with fellow GroupM stablemate Katie Dally, is set to join the newly created marketing leadership team at  Endeavour Drinks Group.

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