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Automobile company GAC Motor taps Essence China as media agency of record

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Guangzhou, China – China-based automobile company GAC Motor has awarded its integrated media agency of record duties to full-service media agency Essence, led out of the agency’s Guangzhou office in China.

Essence China’s scope of work includes brand strategy, integrated media planning and activation, and creative development and production, covering all of GAC Motor’s sedans, sport utility vehicles, multi-purpose vehicles, and new energy electric vehicles across its international business, including in SEA, the Middle East, Africa and Latin America.

Moreover, Essence and GAC Motor will be launching new car models such as GS4 and GS8 in the Middle East and Latin America, as well as establishing a global strategic partnership between GAC Motor and Chilean football club Colo-Colo, resulting in GAC Motor becoming the first Chinese car brand to make an appearance in the Copa Libertadores. In addition to developing new innovations in media and communications in the automobile industry, Essence will also be helping grow GAC Motor’s brand and business through multi-dimensional, cross-industry initiatives.

GAC Motor is devoted to the production and sales of world-class vehicles, engines, automobile components, and car accessories, as well as research and development of automobile engineering technology. Its overseas distribution spans 26 countries across five regions, and strategic plans are in place for further development globally.

Benjamin Wei, CEO of Essence China, noted that as a new generation full-service media agency with a pioneering use of analytics, technology and creativity, Essence is committed to helping companies in China accelerate their data-driven marketing transformation and business growth, both locally and globally.

“In the post-pandemic era, there is strong growth potential for GAC Motor’s outbound business in international markets. We are honoured to have the opportunity to partner with GAC Motor on its journey to further expand globally and help create its next generation of business to achieve its growth goals,” said Wei.

In May 2022, Essence has also been awarded digital media duties by automotive manufacturing company Chang’an Ford in China. Led from Essence’s Shanghai office, the agency’s remit includes media planning, media activation and content innovation for digital brand and performance marketing activities across Chang’an Ford’s automobile business, covering all its vehicles and dealers in the market.

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