Shanghai, China – EssenceMediacom, GroupM’s merged agencies of Essence and Mediacom, has appointed Benjamin Wei as its new chief executive officer in China, which launches in January 2023.

The appointment is effective by October this year, and Wei will be reporting to both Patrick Xu, CEO at WPP and GroupM Greater China; as well as to Rupert McPetrie, CEO at EssenceMediacom APAC.

Wei first joined GroupM China in 2010, and has been leading Essence China’s exponential business growth and expansion of its data-driven media offering over the past three years. During this time, he founded GroupM’s first centralised mobile business unit in the market, delivering creative and media solutions to clients.

Also at GroupM China in 2012, Wei established GroupM’s digital media innovation and thought leadership hub in Beijing, and in 2015 he relaunched the mobile unit to provide integrated mobile services to clients.

Speaking on his appointment, Wei said, “I am honoured to have the opportunity to realise our global vision in China with this role. Essence and MediaCom are two exceptional and complementary companies, and this merger significantly increases our competitiveness and leadership in the market. I firmly believe that EssenceMediacom, as the agency model of the future, will create even more excellent value for our people and clients.”

Meanwhile, Xu commented, “We are incredibly excited about EssenceMediacom, an agency that will be at the forefront of the media industry, and will create cutting-edge advantage and opportunities for our clients, people and community going forward. I believe Benjamin, as a veteran with a proven track record of accomplishments, and a knowledgeable and respected leader, will ensure that we get the very best from the merger.”

Lastly, McPetrie said, “Benjamin has consistently put people at the heart of all that he does. At every stage of his career, he has also developed new capabilities and scaled them with a spirit of entrepreneurialism, as well as established very strong, innovative partnerships with clients. As we look to the future, building our new agency in such a key strategic and unique market, I am really excited about what we will create with Benjamin leading the business.”

EssenceMediacom has also recently announced the appointment of Jin Choi as its chief executive officer for South Korea.