Essence named MediaPost's OMMA Agency the Year
Essence has been named MediaPost's OMMA Agency of the year.
The list, created annually by the MediaPost's editorial board and led by Editor-In-Chief, Joe Mandese, recognizes companies that represent the best-in-class in the advertising community. Finalists were announced across ten categories, including media, social, creative, executive and client awards.
Essence was selected as Agency of the Year due to its innovation in the application of artificial intelligence and machine learning to advertising, including the use of custom algorithms and the invention of 'Self Driving Campaigns' which are both "designed to leverage its data, knowledge and tech chops to automate functions that machines can process consistently better than people."
In featuring Essence, MediaPost reports that: "During 2018, Essence focused on figuring out ways to leverage technology, data and its burgeoning machine science and software development unit — 2SIXTY — as well as its state-of-the-art centralized data and campaign management system, Olive, to create a system that, in effect, automated 'best practices.'
Mandese, who wrote the feature on Essence writes that "Currently, Essence is focused on developing ways of doing that for its team and for its clients, with the most cutting-edge applications being beta-tested with its biggest ones, mainly Google. But over time, [Global CEO Christian] Juhl foresees Essence becoming the skunkworks developer of the best technology enabling GroupM’s planning and buying systems too."
For more, read MediaPost's feature OMMA Agency of the Year: Essence in full.