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GroupM owned data agency Essence has confirmed the hire of Ali Reed and Tony Roberts to join its leadership team, part of a concerted push into integrated media.

Reed will serve as head of client services while Roberts joins as head of strategy, both serving Europe, the Middle East and Africa.

Reed, who arrives from OMD UK where she served as client partner for Disney,  said: “Coming in to help write the roadmap for our client strategy at this juncture in Essence’s journey is an extraordinary opportunity in my career.

“Every conversation I read in the press, every discussion in agency corridors seems to wrangle with data, honesty, and a desire to harness the possibilities of online addressability and personalisation with offline channels. No other agency feels more ready to meet those challenges head on.”

Roberts meanwhile arrives from PHD, overseeing global comms planning for the likes of  Unilever and Volkswagen.

Nick Baughan, CEO of Essence in EMEA, added: “Essence is a unique agency, building full media capabilities from a data and digital background. Strengthening the team means we can bring best-in-class thinking across all media and apply it to the world’s leading brands .“

Both recruits will report directly to Baughan.