Group M to shift key digitally driven clients to Essence in 2018: CEO- APAC, Essence

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

e4m by Naziya Alvi Rahman
Updated: Dec 13, 2017 8:51 AM

Group M is considering shifting some of its key digitally driven clients to Essence, its relatively new agency that came to India in August 2016 with its first office in Gurugram. Essence is expected to expand its operations in 2018 with opening of more offices in India. Essence is particularly known for being Google's agency on record. 

“We have big plans for India in 2018. We are growing from being a digital agency to a full-service media agency. The process of hiring resources has started and we are hopeful that we will grow from an 85 odd employee company to 150 or more employees by the end of 2018,” said Kyoko Matsushita, CEO- APAC, Essence, who was in India to attend an exchange4media event held in Delhi on December 7.

Matsushita shared that after discussions with Group M CEO, CVL Srinivas and the clients, they have identified some ‘key clients’ that will move from other agencies to Essence by mid-January or beginning February.

Without disclosing names of the clients that are expected to make a shift, Matsushita informed that clients who are only on digital platforms, like e-commerce companies, are well suited for Essence. Though the agency has strong digital expertise at its core, not all online clients would be shifted to the newly expanded agency, she shared.

Another key aspect of scaling up the process in India would be Anand Chakravarthy transitioning into the role of Managing Director of Essence India from January 1, 2018. Chakravarthy served as Managing Partner at Maxus India since 2015. 
Talking about the reasons why Essence can be a preferred choice for a ‘digital first’ client, Matsushita said the agency owns propriety for some tools that can lead to digital transformation.

“Marketers are constantly challenged to deliver maximum return on their investment across marketing initiatives and media is a big part of it. We put together marketing learning agenda with clients, and test and measure what works across media. In the last one year, we have worked with Google and now we hope to scale our service and partnership to other clients also,” she said.

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