MediaCom to merge with Essence, forming EssenceMediacom

GroupM is merging two of its key agencies – MediaCom and Essence. The merged entity, christened EssenceMediacom, will infuse the digital and data-driven DNA of Essence with MediaCom’s scaled multichannel, audience planning and strategic media expertise, designed to power client growth globally with an agile response to a rapidly evolving media landscape.

Clients will be able to leverage an expanded global organisation founded by two agencies that are strategic complements. Essence and MediaCom are already using this operational model for three shared global clients: Google, Mars, and NBCUniversal.

In a release issued, MediaCom said, “The merger builds on a record of strong business growth for both agencies. COMvergence ranked MediaCom first in the industry for new business wins in 2021 with $2.87 billion in new billings attributed to wins, while Essence has continued to grow and expand its remit with Google and other key clients.”

Nick Lawson will lead the newly formed agency as Global CEO, while Kyoko Matsushita, after eight years at Essence, is promoted to a new role as CEO of WPP in Japan.

Commenting on the development, Nick Lawson said, “The formation of EssenceMediacom builds on the strong and proven relationship between the agencies to create the agency model our clients want for the future – one founded on brilliant strategy and brand-building capabilities, with pioneering digital expertise running throughout. EssenceMediacom will not only help the agencies’ clients see the bigger picture and reimagine what’s possible; it will also provide opportunities for their people to upskill and train in new areas, further enriching and enhancing their careers.”

Kyoko Matsushita added here, “Today’s global marketers need both agility and scale from their agency partners to properly support their businesses across international markets. Bringing together Essence and MediaCom – each with their own celebrated histories of excellence – will create a truly unique combination of agile innovation and global scale in a single agency.”

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