Google aligns global media account with GroupM’s Essence ahead of local merger

Calum Jaspan

November 18, 2021 10:40

Google has consolidated its global media account with WPP’s Essence, part of GroupM, the tech company has confirmed to Mumbrella, and it is understood that the changes apply to the local market.

As first reported in Campaign US, Google appointed Essence to its full service media account without a pitch. It previously worked with the agency on programmatic and digital planning and buying, while Omnicom Media Group’s PHD handled its offline locally.

The realignment comes as WPP’s merger of AKQA Media into Essence, is set to come into effect on 1 January 2022, significantly bolstering the agency to around 250 staff across Melbourne, Sydney and Brisbane. Pat Crowley was appointed as the first Australian CEO, after T. Gangadhar led the agency across the APAC region.

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Calum Jaspan

Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.