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EssenceMediacom’s Pat Crowley goes in-house with Commonwealth Bank

Commonwealth Bank has appointed EssenceMediacom’s managing partner and previous CEO, Pat Crowley, as its general manager of paid and owned media.

Crowley worked closely with Commonwealth Bank as a key client during his tenure as GroupM.

He is set to enhance the in-house media division in his new role, which will start in mid-August.

Pat Crowley

“Pat has worked with us very closely for more than 20 years and has been instrumental in helping to develop and execute on our media strategy over that time,” said CBA’s chief marketing officer, Jo Boundy.

“This is further recognition of the strong relationship between CBA and Essence which will continue to develop with Pat’s recruitment.

“He will spearhead an evolution in how we go to market, with a service model designed to meet the needs of the Group, our partners and customers.”

CEO of GroupM, Aimee Buchanan, said: “We are thrilled for Pat and glad that we will continue to work with him in his new role. The golden thread that has run through Pat’s agency career has been CBA.

“Stepping over to the client-side is a natural evolution of Pat’s enduring relationship with the bank and signifies a strengthening of the already close and lasting partnership between CBA and EssenceMediacom.

“On a personal note, I am incredibly grateful for Pat’s support and friendship over the past 18 months. We will be replacing his role directly, and with Pat, we are recruiting for a senior leader to lead the team and run CBA for us.”

This marks the conclusion of Crowley’s nearly two-decade career at WPP. His first prominent role at the network was as the managing director of Ikon Communications Sydney in 2012.

He left Ikon for independent agency Match Media in 2014, but swirled back to Ikon after just three months in a surprise move.

WPP consolidated the businesses of Ikon Communications and AKQA in 2021, before merging both into Essence later in the year with Crowley at the helm.

A global move from GroupM in 2022 to merge Essence and Mediacom saw Crowley become the CEO of the new 550-person agency, EssenceMediacom.

After Crowley moved to the client-facing managing partner role at EssenceMediacom, Pippa Berlocher became the agency’s new CEO.

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