WPP’s GroupM is all set to merge MediaCom and Essence forming EssenceMediacom. Nick Lawson, the global CEO of MediaCom will head the newly formed EssenceMediacom. Kyoko Matsushita, after eight years at Essence, will be promoted to a new role as CEO of WPP in Japan.
The rollout will begin in 2023 with a focus on major markets in the initial stage. Essence and MediaCom would fuse the digital and data-driven DNA of Essence with MediaCom’s scaled multichannel audience planning and strategic media expertise according to reports.
The global accounts the two agencies work together include Google, NBCUniversal and Mars.
The global CEO of Group M, Christian Juhl explained that the simplification drive across the media division, was about driving growth and not cutting costs or jobs.
Juhl reportedly highlighted that the merger would offer clients a one-stop shop that married Essence’s digital creative technology and data driven performance with MediaCom’s global scale, media planning and brand-building capabilities.
This was not just across digital but across the full spectrum of media channels.