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Jeep appoints Essence as full-service, integrated media agency of record in China

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Essence

Essence’s expertise in uniting data science and creativity will help Jeep accelerate business growth, and leverage technology and ideas to drive innovation.

Essence today announced that it has been awarded full-service, integrated media agency of record duties for the Jeep brand’s line of locally produced vehicles in China. Led out of Essence’s Shanghai office, the agency will be responsible for brand strategy, media planning and activation, as well as creative development and production, for both offline and digital campaigns.

In China, Jeep is a major brand within the product portfolio of automobile manufacturing company GAC FCA, a joint venture which leverages the combined strength of Fiat Chrysler Automobiles (FCA) and Guangzhou Automobile Group (GAC). Established in 2010 and headquartered in Changsha, GAC FCA locally produces the Jeep Cherokee, Jeep Renegade, Jeep Compass and Jeep Grand Commander vehicle models from its manufacturing plants in Guangzhou and Changsha. Equipped with cutting-edge technology and features, the crossover and sports utility vehicles are built to deliver the ultimate experience for its customers across all terrains.

“Jeep is about to celebrate its 80th anniversary. Building on our rich brand culture, we will continue to innovate and leverage more advanced technologies and big ideas to continuously explore broader, unknown fields. Essence has expertise in combining data science and creativity to drive business growth, and we look forward to partnering with the team to create the future,” said a Jeep representative.

“Our team at Essence is truly honoured to partner with GAC FCA in the dynamic automotive industry in China. Jeep delivers value in consumers’ mobile lives with its excellent lineup of world-class, quality vehicles. Similarly, through our agency’s class-leading, unified approach to data and analytics that brings creative and media closer together, we are excited to create valuable advertising for Jeep and its consumers, as well as help accelerate business growth for the brand,” said Benjamin Wei, Managing Director, China, Essence.

Since Essence expanded its service offering in Beijing and Shanghai in 2019, the agency has achieved rapid growth in the market. Jeep is the latest brand to join Essence’s diverse portfolio of clients in China, which includes Bilibili, Hermès, Nature’s Bounty, Nitori, Roborock, Scoot and War Horse. This development signals the rising demand by marketers in China for transformational, data-driven approaches to media, and advertising that creates value for brands and consumers.