Global media agency Essence launches pro bono initiative for APAC non-profits


Singapore – Essence, a global data and measurement-driven media agency, has announced the launch of Essence Impact, a pro bono initiative that helps non-profit organizations raise greater awareness, attract more donations and recruit new volunteers via their websites to support their causes and effect accelerated change.

Essence Impact was launched in the mid of the COVID-19 pandemic to aid non-profit organizations in their digital transformation, as many historically depended on tentpole physical fundraising events for their operational needs.

Included in the initiative is eligibility for charities for Google Ad Grants which provides up to US$10,000 per month of in-kind search advertising. The agency will also help the organizations in setting up, managing, and optimizing their advertising campaigns to drive traffic to their websites. The Essence team comprises diverse employees who volunteer and contribute to the initiative in roles including business development, client services, marketing, media activation and project management.

(Left) Matt Holland, Associate Vice President, Client Services, APAC at Essence; (Right) Monica Bhatia, Senior Vice President, Client Partner, APAC and Managing Director, Singapore at Essence

For Monica Bhatia, senior vice President and client partner for APAC and managing director for Singapore at Essence, they believe in using their abilities for social good and that we have a responsibility to make the world a better place, which falls under Essence’s mission to make brands more valuable to the world.

“With Google Ad Grants and Essence Impact, we are delighted to help non-profits transform and accelerate their efforts in the pandemic and beyond, while providing our teams with opportunities to learn new skills and give back to society,” Bhatia stated.

Meanwhile, Matt Holland, associate vice president of client services for APAC at Essence, who leads Essence Impact in the region, said, “It has been challenging times for charities amid COVID-19 and its resulting lockdown restrictions, as the organizations have not been able to carry out their usual fundraising events. Essence Impact is supporting charities to help drive increased awareness, donors and volunteers online, as the organizations pivot their activities to be more digitally-led.”

Essence aims to roll out Essence Impact across APAC and globally via its network of offices.

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