Essence to merge with Mediacom, forming EssenceMediacom
GroupM’s Essence and MediaCom announced today that the two are merging to form EssenceMediacom. The new agency will launch in early 2023 with 10,000 employees across 125 offices.
EssenceMediacom infuses the digital and data-driven DNA of Essence with MediaCom’s scaled multichannel, audience-planning and strategic media expertise. The agency is 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 organization 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.
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 $2.87B 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. Kyoko Matsushita, after eight years at Essence, is promoted to a new role as CEO of WPP in Japan.
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 our clients see the bigger picture and reimagine what’s possible; it will also provide opportunities for our people to upskill and train in new areas, further enriching and enhancing their careers.”
Kyoko Matsushita said: “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.”