NAIROBI, Kenya, Jan 31 – WPP-owned media GroupM yesterday unveiled its new data-driven agency EssenceMediacom which came to be following a merger between digital and data business Essence with its media agency MediaCom.
Disrupting the old models across media, creative, innovation, and analytics, the agency has been built to find new opportunity for brands and deliver truly integrated media solutions.
Comprised of 10,000 people across 120 offices globally, EssenceMediacom combines Essence’s performance, data, analytics, and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise.
Speaking at the official launch in Nairobi yesterday, WPP ScanGroup Kenya CEO Patricia Ithau said the new agency will be built on data and algorithms to drive its work capabilities as the media industry continuously evolves.
“In the new media landscape, agencies need to understand that change is happening hence they need to be built on diverse capabilities, and and learn at scale to evolve into the future,” she said
Patricia noted that the new communication economy creates a whole new era of what media can do, and this is what they are looking to harness with this merger.
On her part, EssenceMediacom Managing Partner Kenya Marion Wanyoki said the merger will open many new possibilities for the agency as they will now have access to more data that can be used in measuring their work hence offering clients much more value.
“If you are an EssenceMediacom client we will now be able to now drive attribution media, this means that if you put an advert we can measure how consumer conversion through the attribution channels and hence offer much more value,” said Marion.
EssenceMediacom has now become a part of GroupM, WPP’s media investment group, giving it access to the richest data, most robust benchmarks, and most advanced capabilities in the market fueled by the company’s cross-channel performance division GroupM Nexus and Choreograph, GroupM’s industry-leading data and technology services provider.
