Mumbrellacast: GroupM finds its Essence in Mediacom, and is Musk in for the E-long run?

On this week's Mumbrellacast, Andrew Banks, Emma Shepherd, and Kalila Welch join host Calum Jaspan to discuss Elon Musk purchasing Twitter, and how Australians' TV viewing habits are changing. Plus, in part one, GroupM AUNZ CEO Aimee Buchanan chats about the creation of EssenceMediacom and her busy first six months in charge.

At midnight on Wednesday morning, GroupM revealed it was bringing together two of its key media agencies, Mediacom and Essence to create…EssenceMediacom. GroupM local CEO Aimee Buchanan joins the Mumbrellacast to discuss the local implications of the move, the multiple brand changes that have made up what will now be its biggest agency, the strength of the CommBank relationship since the Ikon days, and her busy first six months in the job.

It was reported this week by Twitter the platform had entered an agreement with the world’s richest man, Elon Musk to purchase the business. In this section, the team discusses the implications of the move, how it may change the product offering, the regulatory knock-ons that may follow, and some of the initial reactions.

Finally, the team discusses the first quarter of TV ratings for 2022, as well as the new slate of programming from each of the new free-to-air networks, while posing how TV viewing habits are evolving, and the impacts this may have. The team also asks… does it matter who is ‘winning’ or rather who is getting what they want?

Episode breakdown

  • Aimee Buchanan and GroupM’s new agency, EssenceMediacom (01:45)
  • Elon Musk’s pocket change purchase of Twitter (17:10)
  • Who is watching what on TV and who is winning? (25:41)

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