WPP media investment network GroupM has added independent digital media buyer Essence into its fold on a global basis.
The move comes as WPP acquired a large stake in the company.
Essence will continue to operate as an independent agency, but with the advantage of access to GroupM’s global reach and infrastructure.
Founded in 2005 in London, with offices in New York, San Francisco, Seattle, Singapore and Tokyo, Essence employs more than 500 people and deploys campaigns in more than 70 markets, managing media spend of over US$ 700 million.
The agency blends data science, objective media, and captivating experiences to build valuable connections between brands and consumers. Current clients in Essence’s rapidly diversifying client base include Financial Times, Google, HP, Viber and Tesco Mobile.
While continuing to compete for business independently, Essence will also collaborate with GroupM’s agencies – Mindshare, MEC, MediaCom, and Maxus – on specific assignments.
“The addition of Essence to GroupM represents significant expansion of our digital expertise, particularly with the Google technology stack. This is consistent with GroupM’s overall policy of a technology agnostic approach,” said Rob Norman, chief digital officer, GroupM. “We’re delighted to welcome and begin collaborating with the talented colleagues that come with WPP’s strategic investment in Essence.”
“Essence has a proud history of using technology, data and transparent media buying to advance the digital advertising industry,” said Christian Juhl, CEO, Essence.
“We’re proud to work with some of the world’s most advanced clients, running global campaigns across more than 70 markets. In GroupM, we have found a partner who shares our vision and augments our capabilities with global scale, access to media that isn’t yet digital and the global partnerships and platforms to further advance our agenda.”