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.”

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.”

Sydney, Australia – Tech giant Google in Australia–in collaboration with PHD, Essence, Nine and Pedestrian Group–have launched its newest campaign in the form of a stock photo library to better represent the diverse skin tones globally.

These new images, with the help of Google’s new Pixel 6 phone and its equitable camera technology, will improve representation of all skin tones across some of Australia’s biggest and most influential media channels, and will be included in Refinery29 Australia’s ‘We Are Many’ Image Collection, in partnership with Getty Images.

Aisling Finch, senior director of marketing, and diversity, equity and inclusion council chair for Google Australia and New Zealand, said, “Google’s mission is about ‘universal’ access to information, so our commitment to diversity, equity, and inclusion has been in our company DNA from the beginning. The new Google Pixel 6 and Pixel 6 Pro phones are designed around individual nuances, and specifically to better photograph diverse skin tones.”

She added, “To bring this to life, it made sense to collaborate with Nine and Pedestrian Group to equip journalists with a new image library with greater representation of Australia’s rich diversity, beautifully photographed on Pixel.”

Meanwhile, Matt Rowley, CEO of Pedestrian Group, commented, “Pedestrian Group is proud of the importance we place on the value of inclusivity and diversity. This collaboration with Google will help provide new perspectives and visually represent what our talented teams on sites like Refinery29 Australia are passionate about every day with initiatives like We Are Many.”

The story behind the images and the partnership is brought to life through print wraps, native articles, a digital immersive experience and a suite of behind the scenes videos. 

Media, marketers and designers can access and use these new images via the We are Many online collection.

Tokyo, Japan – Global data and measurement-driven media agency Essence has elevated current associate vice president for client services for Japan Kota Murakami to the role of managing director for Essence in Japan.

He will be responsible for leading continued client-centric innovation in data, analytics and technology, as well as business growth and company culture for Essence in the market.

In his previous role as AVP for client services, he headed the agency’s client services and drove business growth for the agency in Japan, as well as overseeing key client services in Korea. Previously, he served as global account director at Tag in the United States, streamlining creative production processes for major brands and agencies through software as a service.

He will be reporting to T. Gangadhar, CEO for APAC at Essence as part of the agency’s APAC leadership team; and Michael Beecroft, CEO for Northeast Asia at GroupM as part of GroupM Japan’s executive committee.

“Kota has done an excellent job in spearheading, in collaboration with the leadership team, Essence’s growth and development in Japan over the past few years. In addition to global and local industry experience, he has a deep understanding of our business, product offering, clients, work, people and culture. I am excited about his vision for Essence in Japan and how he will take the agency to new heights,” Gangadhar said.

Meanwhile, Beecroft commented, “Kota’s contribution to Essence’s growth has been clear. With his appointment to GroupM Japan’s executive committee earlier this year, and now as the confirmed leader of Essence Japan, his impact on the Essence and overall GroupM business will only increase.”

Singapore – Carousell, the listing platform in Southeast Asia, Taiwan, and Hong Kong for pre-loved consumer goods, has awarded its integrated media agency of record duties to Essence, the global data and measurement-driven media agency.

The Singapore-born classifieds marketplace is present in eight markets across Southeast Asia. Carousell offers a diverse range of products across a variety of categories, including automobiles, property, and home services, as well as electronics, and fashion accessories.

Led out of Essence’s Singapore office, the agency’s scope of work for Carousell includes brand and performance marketing in Singapore, the Philippines, and Hong Kong. Essence’s offering covers media services such as media planning, media activation, automation, and media technology, alongside its specialist capabilities such as consulting, analytics, data strategy, ecommerce, experience, strategy, and advertising operations.

As part of the partnership, Essence’s first activities with Carousell include a campaign to build brand awareness among its target consumers in Hong Kong, a campaign to establish the brand’s versatility across products and service categories in Singapore and the Philippines, as well as conducting the agency’s Essence Media Health Check consulting service with Carousell’s team on its performance marketing campaigns.

“As one of the world’s leading classifieds platforms, we are so excited to have found such great partners in Essence, who enable us to establish meaningful ways to connect with our users at scale, no matter which part of the funnel they are at,” commented Cassandra Leong, Carousell’s director for brand. 

Meanwhile, Monica Bhatia, Essence’s senior vice president of client partner for APAC and managing director for Singapore, said that Carousell is an inspiring brand that believes in using technology to solve meaningful problems at scale and always improving in crafting the most seamless user experience for people to sell what they do not need and find what they need. 

“Likewise, through Essence’s data-driven approach to media, consulting, commerce, and content, enhanced by technology and a commitment to constant improvement, we are excited to help Carousell deliver the most valuable experiences for its consumers, as well as accelerate marketing transformation and business growth for the brand in this region,” said Bhatia.

Most recently, Essence has also announced the launch of its newest consulting service called ‘Essence Data Health Check’, with the aim to aid brands in getting value from collected audience data, which in turn can optimize business impact and consumer brand experience.

Singapore – Global data and measurement-driven media agency Essence has announced the launch of its newest consulting service called Essence Data Health Check, targeted to aid brands in getting value from collected audience data, which in turn can optimize business impact and consumer brand experience.

Said service was developed at the Singapore-based innovation, research and development hub Essence Global Ventures.

According to the agency, said service was built to be a strategic and tactical aid for marketers to accelerate their digital marketing transformation and business growth. In addition to helping brands navigate the seismic shifts in data, identity and privacy due to the confluence of changes in user sentiment, regulations and technology, the offering enables marketers to maximize value from their audience data and optimize consumer brand experience. 

Furthermore, the features of the product are informed by years of providing data services for brands across APAC, including those from the technology, retail, travel, luxury and financial services sectors.

As part of its consultancy offerings, Essence Data Health Check provides a meticulous review of marketers’ technology stack, data collection setup, audience management approach and data deployment practice, along with actionable recommendations to increase the effectiveness of data-driven paid and owned marketing activities. 

In terms of data review, this process is done with respect towards current and future shifts in legislation and technology pertaining to consumers’ online identity and privacy. Designed for both in-house marketing teams and external agency service models, the offering also recommends measurable implementation roadmaps to track progress and capture value.

For Vincent Niou, vice president for data strategy for APAC at Essence, their excitement with the launch of the Essence Data Health Check stems from the fact that data has never been more integral to more aspects of marketers’ businesses, but the space has never been more confusing and uncertain.

Meanwhile, Shane Dewar, vice president for advertising operations for APAC at Essence, commented, “With consumer sentiment, public policy and the advertising industry as a whole moving towards an ecosystem that puts privacy at the forefront of how it operates, brands and advertisers will be challenged to ensure that the people, processes and tools they have are capable of navigating the new privacy-first world. Essence Data Health Check is designed to help marketers evaluate what they are doing well in, provide a roadmap to improve their data strategy, and ultimately, enable brands to achieve their goals.”

The introduction of Essence Data Health Check follows the earlier launch of Essence Media Health Check, a consulting service developed to help marketers achieve effective business outcomes from their digital media campaigns by delivering measurable performance improvements over current baselines. 

“We are now at the dawn of a new era of marketing – one that is defined by consumers’ expectations around their data and privacy, and an industry looking to bring more personalized experiences to their consumers. Essence Data Health Check will underpin the foundations for this privacy-first world, where the ethical compass on consumers’ data is paramount. Through Essence Global Ventures, it is our ambition to continually innovate solutions that will ensure marketers globally can lead with new strategic advantages, today and in the future,” said Kunal Guha, executive vice president at Essence.

Singapore – Global data and measurement-driven media agency Essence has promoted Magda Wolder, its former EMEA creative strategy head, to be the new head of experience for its APAC unit. 

Wolder brings with her over a decade of experience in bringing advertising and ideas together in the media, technology, and entertainment industries. Prior to joining Essence in 2018, she has worked as the senior researcher for Netflix EMEA in the Netherlands, and the lead creative strategist and head of customer closeness at broadcast media company Sky in the United Kingdom.

In her new role, Wolder will be heading the agency’s team of creative strategists, conceptual thinkers, and design experts, as well as technology-powered production partners, to create data-driven creative innovation for Essence’s clients in the region. This team will continue to incubate and develop next-generation, privacy-compliant personalized creative experiences through Essence Global Ventures the agency’s Singapore-based innovation, research, and development hub, which is supported by the Singapore Economic Development Board.

Commenting on her promotion, Wolder said that they have a very talented creative team and cannot wait to see what they will achieve together in 2021.

“Our work at Essence demonstrates that data and technology complement a creative idea, and are not the idea itself. In addition to my focus to drive personalization at scale for our clients in APAC, I am keen to help nurture emerging creative talent and imagination in this region,” said Wolder.

Meanwhile, Essence’s SVP, Client Partner, APAC, and Singapore Managing Director Monica Bhatia, shared that they are delighted to have Wolder join the APAC team. 

“With her impressive brand experience, as well as her deep understanding of Essence’s unified approach to data that brings creative and media closer together, we are looking forward to the creative innovation she will bring to media channels and content programs for our clients in this region,” said Bhatia.

T. Gangadhar, the CEO of Essence APAC, commented, “With Magda’s leadership, I am excited about the creative technology and experience products our Experience team will continue to deliver through Essence Global Ventures, which will be scaled to help brands across APAC and globally successful in the new economy.”

Wolder’s appointment is part of the agency’s corporate and product strategy, which will further strengthen its specialist capabilities, namely advertising operations, analytics, and data strategy, as well as experience, and consulting, alongside its media services offering, which includes media planning, media activation, automation and media technology.

Delhi, India – Global data and measurement-driven media agency Essence in India has appointed Sonali Malaviya, former senior vice president of client services for Essence’s Google business in INSEA, to be its new managing director for the India team.

Malaviya brings with her 20 years of industry experience. Prior to joining Essence in 2018, she has previously worked as the chief operating officer at beauty company Colorbar Cosmetics and the country marketing lead at Twitter India. 

In addition, Malaviya has also held senior roles at various companies such as media companies Mindshare and PHD, market research firm Roy Morgan Research, and marketing agency MediaCom in India, the United Arab Emirates, and Australia.

In her new role, Malaviya will be responsible for leading Essence’s continued client-centric innovation in data, analytics, and technology, as well as business growth, and company culture for the agency in the market. She will be joining the agency’s APAC leadership team and GroupM India’s executive committee and will be reporting directly to Essence APAC’s CEO T. Gangadhar and GroupM South Asia’s CEO Prasanth Kumar

Commenting on her appointment, Malaviya said that she is truly honored to have the opportunity to lead Essence in India, as over the past three years, she has witnessed the growth of the agency, clients, and employees.

“I am looking forward to partnering with our highly talented teams and leveraging our industry-leading capabilities to help even more brands in India achieve data-driven growth and transformation, as well as valuable connections with consumers,” added Malaviya.

Meanwhile, Gangadhar said, “India continues to be a priority for Essence in APAC and globally, and with Sonali at the helm, I am very excited about our next phase of growth and development in the market.”

Kumar also commented that with Malaviya’s background and significant achievements, she will add to the capabilities of the agency and work with the teams to improve the client experience.

“As we continue to develop leaders internally, Sonali is also part of our growing pool of talent taking on various leadership roles across GroupM India. I look forward to working with Sonali and leveraging her expertise,” said Kumar.

Just recently, Essence has also announced the launch of its new pro bono initiative ‘Essence Impact’, which aims to aid non-profit organizations in their digital transformation.

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.

Essence-Impact-Digital-Transformation-APAC-Non-Profit-Persons
(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.

Shanghai, China – Full-service media agency Essence China has been appointed by Global footwear brand Crocs in China to be its media partner to handle the brand’s integrated media business.

Essence will be managing the brand’s strategy, media planning, media activation, and content innovation for Crocs’ digital and offline brand and performance marketing campaigns.

In China, Crocs products are available on e-commerce platforms such as Tmall and JD.com, and in retail stores across the nation.

Senior Marketing Director of Crocs in China, Hao Xu, commented that the brand is committed to making the world “a happier place” through continued innovation and creativity. Hao Xu further shared that they were looking for an agency partner to accelerate their efforts in a year of rebranding, deepening their relationship with consumers in the e-commerce space, and capturing new opportunities in the market.

“With Essence’s integrated media offering, and expertise in data-driven brand and performance marketing, we look forward to working closely with the team to drive Crocs’ brand transformation and business growth in China,” said Hao Xu.

Meanwhile, Benjamin Wei, managing director of Essence China, said that Crocs and Essence share a “tireless pursuit” of innovation, creativity, and improvement with a people-first approach. 

“With a mission to make brands more valuable to the world, Essence’s belief is that when brands like Crocs put people first, they have tremendous potential to make the world a better place – creating real value for consumers while fueling organizational culture and success. We are delighted to collaborate with Crocs to deliver valuable advertising that reinforces its vision of ‘everyone comfortable in their own shoes’ and propel its growth across China,” added Wei.