GroupM’s global data and measurement driven agency Essence has officially launched operations in China. Benjamin Wei has been appointed managing director and will lead its operations across offices in Beijing and Shanghai.
Wei has worked for GroupM for nearly a decade. He was most recently the managing director mobile leading the relaunch of the media specialist’s mobile services and solutions business.
Speaking about the launch of Essence, Wei said: “With more companies in China embracing data-driven approaches to grow their businesses, Essence’s expertise and digital heritage are exactly what marketers here are looking for.
“Our mission is to make advertising more valuable to the world with marketing that adds value to people’s lives, and we are looking forward to bringing that mission to life in China.”
Essence globla CEO Kyoko Matsushita added: “Without question, China is one of the most exciting markets in the world for media and technology, and a place where so much is happening to shape the way the future is unfolding globally.
“With the support of GroupM, we expect our business in China to become a vital part of our future global growth.”
WPP and GroupM China CEO Patrick Xu said: “In an increasingly fragmented, complex and algorithm-driven ecosystem, the role of data and technology will become more critical.
“With a DNA that unites both data science and creativity in enabling business growth, we are very excited about the future that Essence will build for brands in China.
“Moreover, I believe Benjamin will be an outstanding leader to his team and a great partner to our clients.”
Essence has been rapidly expanding, launching offices in Jakarta, Melbourne, Bengaluru, Mumbai and Seoul since 2018. More than half of its 20 global offices are located in the ASia-Pacific region.
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