GroupM Enhances Digital Expertise with Essence Acquisition

The tie-up will see Essence continue operating as an independent brand, but with the advantage of GroupM’s reach and infrastructure

GroupM, had added, Essence, the world’s largest independent buyers of digital media, to its portfolio, in line with WPP’s acquisition of a majority stake in the company. The combination will see Essence continue to operate as an independent brand but with the advantage of access to the former’s global reach and infrastructure.

Founded in 2005 in London, with offices in New York, San Francisco, Seattle, Singapore, and Tokyo, the latter employs more than 500 people and deploys campaigns in more than 70 markets, whilst managing media spend in the amount of over $700 million (approximately £455 million).

The firm blends data science, objective media, and captivating experiences to build valuable connections between brands and consumers. Current clients in Essence’s rapidly diversifying stable include Financial Times, Google, HP, Viber, and Tesco Mobile.

While continuing to compete for business independently, Essence will also collaborate with GroupM’s agencies including Mindshare, MEC, MediaCom, and Maxus on specific assignments. The acquisition continues WPP’s strategy to invest in fast growth markets, new media and digital, including data, and the application of technology.

“The addition of Essence to GroupM represents significant expansion of our digital expertise, particularly with the Google technology stack. This is consistent with GroupM’s overall policy of a technology agnostic approach,” said Rob Norman, Chief Digital Officer of GroupM.