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GroupM’s EssenceMediacom appoints Jin Choi as new CEO for South Korea

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Seoul, South Korea – EssenceMediacom, GroupM’s newest media agency that combines Essence and MediaCom, has appointed Jin Choi as its new CEO for South Korea. Choi, who has been heading MediaCom as managing director in South Korea for over three years, will be leading the merged agency, which launches in January 2023.

Reporting to both Michael Beecroft, GroupM’s CEO for Northeast Asia, and Rupert McPetrie, EssenceMediacom’s CEO for APAC, Choi’s appointment will be effective from January 2023. Meanwhile, Jay Lee, who has been heading Essence as managing director in South Korea for over four years, will take up leadership of GroupM Nexus in the market.

The EssenceMediacom merger, which was announced in April 2022, will blend the digital strategy, data, analytics and creative technology DNA of Essence with MediaCom’s scaled multichannel audience planning and strategic media expertise, to create an advantage for clients. The ambition is a technology-driven, scaled agency with a performance mindset designed to excel at what a future-facing agency should do.

Commenting on his appointment, Choi said, “I am thrilled to take on the leadership of our new combined agency, and evolve our innovative thinking and best-in-class solutions, in line with consumers’ lifecycles today and in the future. I look forward to leading our phenomenal team in South Korea, and continuing to partner with our diverse and ambitious clients in delivering excellent work, with an agile and proactive approach.” 

Meanwhile, Beecroft said, “Jin is a modern agency leader, with a great balance of deep technical experience, and a proven track record of building and leading high-performance teams. Since he joined the agency in 2019, MediaCom has grown by over 40% through bringing new clients into the agency as well as expanding scope with existing partners, including an e-commerce assignment with P&G.”

“Jay has done an incredible job working with GroupM agencies across markets for more than 16 years, and whilst leading Essence South Korea, has spearheaded the group’s performance marketing, analytics and consulting capabilities. I am excited to continue working with him in his new role,” he added. 

McPetrie said, “Over the last years leading MediaCom, he has put people at the heart of the operation, built strong and sustainable partnerships with our clients, as well as developed new capabilities and products to help solve clients’ business challenges. With Jin leading our merged business, I am confident that our progress will further accelerate.”

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