Categories
Marketing Featured East Asia

Essence named as integrated media partner of Segway-Ninebot China

Beijing, China – Essence, a global data and measurement-driven media agency under WPP’s GroupM, has been awarded integrated media duties for smart short-distance transportation and robotics company Segway-Ninebot in China. This partnership will be led out of the agency’s Beijing and Shanghai offices.

In 2015, Segway-Ninebot was formed in a strategic merger and acquisition by Ninebot. As a global enterprise in the fields of intelligent short-distance transportation and service robots, Segway-Ninebot’s perspective and mission are to simplify the movement of people and things and make life more convenient. The company’s extensive product line includes electric self-balancing scooters, electric kickscooters, electric mopeds, electric gokarts, and all-terrain vehicles and service robots, catering to various aspects of life, from daily commute to entertainment and point-to-point delivery.

As part of the mandate, Essence’s scope of work includes strategy, creative, content innovation, media planning, and media activation for all of Segway-Ninebot’s products in the market. Additionally, Essence’s first initiatives with Segway-Ninebot include the launch of an integrated brand campaign and tagline, as well as a partnership with Chinese celebrity Jackson Yee as the brand’s global spokesperson to reach out to consumers across generations. 

Essence said that the communications plan, covering strategy, creative, media, and content marketing would propel Segway-Ninebot’s awareness and generated positive discussions amongst audiences across platforms since its launch in the early third quarter, effectively positioning the company as a breakout brand in the market.

Benjamin Wei, Essence’s CEO for China, commented that they are greatly excited to have the opportunity to collaborate with Segway-Ninebot to make the brand more valuable to consumers.

“With our full-service media offering, strategic and creative expertise, as well as cutting-edge use of data and technology, we look forward to helping Segway-Ninebot create new innovations to meet the evolving demands of modern transportation, and drive enhanced growth for the brand and business in the market,” said Wei.

Most recently, Essence has also been appointed as the integrated media agency of record by online restaurant company Rebel Foods in India. The agency’s scope of work includes strategy, analytics, media planning, and media activation for the internet restaurant company’s brand marketing activities.

Categories
Marketing Featured

Essence appointed as integrated media agency of record of Rebel Foods India

Mumbai, India – Essence, a global data and measurement-driven media agency under WPP’s GroupM, has been appointed as the integrated media agency of record by online restaurant company Rebel Foods in India. 

Rebel Foods is home to brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Lunch Box, and Wendy’s, amongst others. It currently operates over 45 own and partner brands, ranging from startups to global majors, to cater to consumers’ different food missions.

As part of the partnership, Essence‘s scope of work includes strategy, analytics, media planning, and media activation for the internet restaurant company’s brand marketing activities. Its first few activities for Rebel Foods include campaigns for Faasos and Sweet Truth, along with integrated communications plans for Behrouz Biryani and the company’s food court on an app experience, EatSure, in key markets.

Ankush Grover, Rebel Foods’ co-founder and CEO for India, shared that keeping their vision in mind, it is inevitable for their brands to have a communication strategy that focuses on customer-first offerings, while complementing their brand promise. 

“Over the years, our communication has been authentic, relatable, creative, innovative, and at the same time, has reflected the brand’s core value. We believe Essence is an ideal partner to help us in our journey with an insight-led analytical approach, while bringing a unique style of creativity and innovation. We are looking forward to collaborating with Essence on some exciting campaigns and strategies,” said Grover.

Meanwhile, Sonali Malaviya, Essence’s managing director for India, said that with their data-driven approach to strategy, analytics and media, focused on delivering value to brands and consumers through innovation, they see opportunities to help Rebel Foods drive greater synergies and efficiencies across its brands while defining bespoke growth paths for each brand.

“We are thrilled to collaborate with Rebel Foods on its exciting growth journey and become its ally in achieving its growth goals,” added Malaviya.

Categories
Marketing Featured East Asia

FMCG company Liby appoints Essence as integrated media agency in China

Shanghai, China – Data and measurement-driven media agency Essence has been appointed by fast moving consumer goods company Liby as its integrated media partner in China. The remit includes consulting, strategy, content innovation, media planning and media activation for all of Liby’s brand and performance marketing activities across the market.

Liby joins Essence’s rapidly growing portfolio of clients, including Chang’an Ford, Crocs, GAC Motor, Google, Hermès, UPS and War Horse, across its Beijing, Guangzhou and Shanghai offices.

Founded in 1994 and headquartered in Guangzhou, Liby is a leading enterprise in the Chinese daily chemical industry with a mission to bring health and happiness to every family. Through nine production bases, over 30 branches and more than 10,000 employees across the country, Liby offers various products for fabric washing and care, tableware cleaning and oral care, with brands such as Liby, Kispa and BlueSky Liu Bi Zhi.

Benjamin Wei, CEO at Essence China, said, “It is imperative for brands to be ready for the challenges of communicating with consumers in today’s complex, competitive and ever-changing media ecosystem. With Essence’s full-service media offering, defined by an approach to strategy, analytics and creativity grounded in data, and dedicated to delivering value through innovation, we are excited to partner with Liby to create value for its brands by creating value for its consumers.”

He added, “Supported by our next-generation tools, technology, and data-driven service model that enables smarter and more efficient decision-making, we are looking forward to helping Liby transform its approach to marketing and achieve its business goals in its next phase of growth.”

Categories
Marketing Featured East Asia

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

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.

Categories
Marketing Featured ANZ

Australian department store chain Myer taps Essence anew as media partner

Australia – Australia’s department store chain, Myer, has reappointed Essence, a global data and measurement-driven media agency, to handle its media business, cementing and extending its 12-year partnership.

The Melbourne-based account includes media strategy, and its full online and offline planning and investment duties. Essence and Myer will continue to work together to drive positive business outcomes for the Australian retail brand.

Myer said that over the past three years, it has been delivering against its ‘Customer First Plan’, ensuring it remains Australia’s favourite and most trusted department store through leading service, improving its range and offer, and enhancing and scaling its online business. Essence has assisted Myer to deliver bespoke solutions and innovations to help deliver on these aims. 

Jeremy McNamara, Essence’s managing director for Melbourne, said, “The word ‘partnership’ gets thrown around so much these days, but we feel privileged to have grown a true partnership with the team at Myer over the past 12 years – one built on trust, excellence and accountability. We’re thrilled to be continuing our partnership with Australia’s most trusted department store and helping with the delivery of its Customer First Plan.”

Meanwhile, Aaron Achurch, Myer’s head of media, noted, “Essence has been a critical partner to us in developing and rolling out our media buying strategy to ensure that we are communicating in the best way, across all channels, on our range and offer to our customers – and we look forward to continuing to work with them on the delivery of our future plans in this important area.”

Just recently, Essence has also been appointed by beauty brand Plum to handle its integrated media duties in India. Through the mandate, Essence will manage strategy, media planning and media activation for Plum’s brand marketing activities.

Categories
Marketing Featured South Asia

Essence to handle integrated media duties of beauty brand Plum in India

Mumbai, India – Global data and measurement-driven media agency Essence has been appointed by beauty brand Plum to handle its integrated media duties in India. Through the mandate, Essence will manage strategy, media planning and media activation for Plum’s brand marketing activities.

With its expertise in data, technology and creativity, the agency will help scale the brand across categories and drive enhanced return on investment.

Shivani Behl, chief marketing officer at Plum, said, “Consumer behaviour is ever-evolving, and reaching out to the new-age digital consumer is a process that involves constant learning and feedback. With this context, it is imperative to keep a keen eye on data, and expand our reach to newer audiences and cater to the ever-changing demands of our existing ones.” 

She added, “Hence, collaborating with Essence to leverage their expertise in technology, media and marketing was a logical next step. We are looking forward to this association and we hope it helps us in achieving the business vision we have chalked out for ourselves.”

Meanwhile, Sonali Malaviya, managing director for India at Essence, commented, “Plum is an exciting, fast-growing and purpose-driven beauty brand, which shares Essence’s commitment to data-driven growth and marketing that adds value to people’s lives. Leveraging our cutting-edge use of analytics and technology, we are looking forward to collaborating with the team at Plum as its strategic partner, to help create new growth opportunities for the brand and the business.”

Plum joins Essence’s diverse portfolio of clients across its Bengaluru, Delhi and Mumbai offices, covering a mix of high-growth, technology-driven startups as well as established local and global companies.

Categories
Marketing Featured East Asia

Chang’an Ford hands digital media duties to Essence

Shanghai, China – Global data and measurement-driven media agency Essence, has 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.

Chang’an Ford was jointly established by Ford Motor Company and Chang’an Automobile in China in 2001. Today, it is a large-scale automobile enterprise integrating the manufacture of complete vehicles, engines and transmissions. With production plants in Chongqing, Hangzhou and Harbin, Chang’an Ford’s locally produced car models include Ford Edge, Ford Escape, Ford EVOS, Ford Explorer, Ford Focus and Ford Mondeo.

Benjamin Wei, CEO at Essence in China, said, “Over the past few years, Essence has built a leading reputation in China as a new generation full-service integrated media agency with a digital heritage and analytics DNA, as well as a unified approach to data that brings creative and media closer together.”

According to Wei, they are ecstatic to partner with Chang’an Ford in the dynamic automobile industry to deliver data-focused media and content innovation, improve the value and relevance of its advertising for the benefit of its brands and consumers, and help drive its business growth in the market. 

As part of the partnership, Essence’s activities with Chang’an Ford include a launch campaign for Ford Explorer, sustaining campaigns for Ford EVOS and Ford Explorer, promotional campaigns for Ford Edge and Ford Escape, as well as a car buying festival campaign featuring Ford Edge, Ford Escape and Ford Explorer. 

In a key campaign for the all-new Ford Mondeo, Essence leveraged artificial intelligence tools to create a virtual store to generate awareness and interest for the launch, as well as developed creative content in different angles and dimensions to help consumers visualise their automotive experience.

Chang’an Ford joins Essence’s rapidly growing and diversified portfolio of clients in China, which includes Crocs, Google, Hermès, UPS and War Horse. Since the expansion of Essence’s service offering across Beijing and Shanghai in 2019, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating business and brand growth.

Categories
Marketing Featured South Asia

Essence announces three new senior appointments in India

Mumbai, India – Global data and measurement-driven media agency Essence has announced three new senior appointments in India, namely Bharati Joshi as vice president for product in India and will lead the agency’s product offering, Kunal Danda as vice president for client services in India and heading its Mumbai office, and Vinish Mathews as vice president for client services in India and Southeast Asia and will be leading the agency’s partnership with key client Google.

Joshi brings with her over 17 years of industry experience, joining from Initiative where she was previously the assistant vice president for strategy and insights. Previously, she held practice and client leadership positions at GroupM’s Wavemaker and Maxus.

Speaking on her appointment, Joshi said, “Essence is currently in a very interesting space with a client roster of established as well as new age brands. Leading their growth charter with our differentiated products, platforms and thinking, all rooted in data, technology, analytics and creativity, is what I am really looking forward to doing. I am excited to head the charge for our product offering in India, along with the most talented and energised bunch of people in the industry.”

Meanwhile, Danda comes with more than two decades of media and marketing experience in India and the Middle East, working at agencies such as OMD, Edelman and Digitas, and organisations such as DBS Bank, Energy Central and Arab Insurance Group. Most recently, he served as principal partner at Mindshare in Mumbai, heading digital media, integrated marketing and business development.

Regarding her new role, Danda said, “Essence’s industry-leading capabilities are rooted in data, analytics and technology. Here, we also have brilliant talent with a special culture of testing and learning, collaboration, as well as integrated media strategy and planning, with client centricity at the core of everything we do. I am incredibly excited to be part of the Essence family, and driving the next stage of growth for our Mumbai office.”

Lastly, with over 18 years of industry experience in China and India, Mathews joins from Mindshare, where he was most recently managing director, overseeing teams across Beijing and Shanghai.

Mathews said, “I am thrilled to return to India to work at Essence at such an exciting time, given the developments in the consumer landscape and acceleration in digital behaviour. It is a privilege to have the opportunity to lead Essence’s relationship with Google in India and Southeast Asia, and drive the agency’s integrated media offering for all of Google’s business and consumer products in these markets. I am looking forward to collaborating with some of the smartest people in the industry.”

All appointees will report directly to Sonali Malaviya, managing director for India at Essence, as part of Essence’s leadership team in the market. 

“Bharati, Kunal and Vinish’s appointments are key in strengthening Essence’s India leadership team. I am delighted that we are able to attract exceptional talent who share and are excited about our vision to reimagine what is possible for India. I am looking forward to partnering with Bharati, Kunal and Vinish in their new roles, and driving continued growth for our people, capabilities, clients and business across India,” says Malaviya.

Categories
Marketing Featured East Asia

Gabrielle Kong appointed as Essence’s VP for strategy in China

Shanghai, China – Essence has recently announced the appointment of Gabrielle Kong as its agency’s new vice president for strategy in China. She will be responsible for leading brand and communications strategy for the agency’s clients and initiatives in the market.

In her new role, Kong will be reporting to Benjamin Wei, CEO at Essence China.

She is a seasoned strategy leader in media and advertising, helping marketers to drive growth and differentiation for their businesses, and brings into Essence more than a decade of industry experience from both the agency and brand sides.

Kong joins Essence from PHD in China where she served as group strategy director, where she was also a key account lead for a breadth of clients and was instrumental in winning new business for the agency. Other companies she has worked at include Carat, Razorfish, AKQA and Estée Lauder.

Speaking about her appointment, Kong said that she looks forward to working with the team to help marketers make smarter, more predictive decisions that will impact business outcomes in the short and long term, as well as build more differentiated communications platforms for ideas, experiences and execution.

“I’m thrilled to start a new chapter with an exceptionally talented team. Essence radically improves the value and relevance of advertising for brands and consumers by combining the principles of data science and the power of technology, while strategy unites data and analysis with human insight and creativity to identify and unlock more growth opportunities for brands,” Kong said.

Meanwhile, Wei commented, “I’m excited to welcome Gabrielle to our Essence team. As a strategist with creative, digital and media agencies, as well as on the brand side, she brings with her extensive knowledge and experience from across brands and categories. I believe her strategy leadership will help uncover more opportunities for growth, spark ideas that will differentiate brands away from the average and deliver better experiences for consumers, further strengthening Essence’s unique position as a full-service media agency for new-era marketers in China.”

Categories
Marketing Featured ANZ

Essence unveils new leadership appointments to strengthen Australian presence

Australia — Essence, a global data and measurement-driven media agency, has announced several key appointments in Australia namely Simon Pugh as managing director for Brisbane, Theo Zisoglou as chief media officer, and Celia Wright who has been appointed to chief growth officer. The agency said the new appointments are in line with its goal to strengthen its leadership team in Australia and to boost its presence in the country.

Pugh holds extensive expertise as a business builder and leader and is a proven industry leader, with 25 years of experience in leadership roles across Publicis Groupe, Omnicom and Dentsu in New York, Sydney and San Francisco. Most recently, he was a global client leader for Publicis Groupe, and prior to that, led West Coast operations for PhD in the United States. For the new role, he is tasked with leading the Brisbane team to innovate and evolve their offering across data, analytics, media strategy, and creativity.

Meanwhile, Zisoglou is an experienced industry man with more than 20 years of involvement in leading media investment. The new role will see Zisoglou returning to his passion to deliver a progressive planning and investment approach that adds value for clients. He will remain based in Brisbane and his newly created role spans planning and investment across Essence in Brisbane, Melbourne and Sydney. 

Wright, meanwhile, has more than 15 years of experience in the media and marketing industry. After a highly successful client-side career at Commonwealth Bank, she also worked at WPP agencies Ikon and MediaCom as a strategic client lead and most recently was general manager for media at Spark Foundry prior to joining Essence. 

For the new role, Wright is tasked with supervising the agency’s national team production and ensuring the delivery of results to clients. She will also lead initiatives that support personal and professional growth for Essence people as well as drive growth for the agency and clients, while also leading cultural change.

Pugh shared his thoughts on his new role, saying, “This is a transformational time for the agency, and the opportunity to partner with Pat and the broader Essence and GroupM teams to develop Australia’s local proposition was too good to pass up. I’m excited to be back in Australia to bring clients our world-class capabilities, rooted in data and technology to drive creativity, innovation and marketing transformation.” 

Zisoglou said of his appointment, “Essence is a truly technology-led, product-driven media agency. This is an important moment in the agency’s evolution, and I’m excited to take on this leadership position and further strengthen our investment capabilities in Australia, delivering gold standards in quality, privacy and brand safety, backed by additional global digital and data expertise.” 

Lastly, Wright shared that she’s delighted to be joining Essence and to be working with Crowley once again, alongside the new leadership team. Wright continued by saying the opportunity to guide the growth of Essence’s people, operations and the product is a thrilling one and she is looking forward to helping the team to not only service their excellent range of keystone clients but also ensure Essence is equipped for continued success and operates in alignment with the agency’s bold vision

Pat Crowley, CEO of Essence Australia, commented, “These three appointments are critical as we shape the new, expanded Essence in Australia, amplify the agency’s pioneering spirit and help clients win in the new economy. We have an absolute focus on digital transformation and the creation of products that enable us to create the next generation of media practice. Simon and Celia bring an injection of exceptional new talent that will complement the skill sets that already sit within the agency. Theo’s passion for the craft of investment makes him perfectly placed to take on this newly created role and play a bigger role in shaping this fundamental discipline in our agency.”