GroupM to bring its digital agency Essence Digital to India
WPP’s GroupM is launching its global digital agency Essence Digital in India. The agency, which counts Google , HP and Tesco Mobile as clients and reported billings of $850 million in 2015, will set up office in Gurgaon.
Essence will share resources and work with Maxus, a GroupM agency, on several businesses. Kunal Guha, head of strategy for Essence’s Asia-Pacific region, will head the India team and will report to Kyoko Matsushita, the APAC CEO. The agency has started recruiting local talent for roles including account management, strategy and planning, and advertising operations. “We see even more opportunity in India and are excited to align with GroupM as we navigate this crucial market,” Matsushita said.
GroupM already has four agencies — MediaCom, Mindshare, Maxus and MEC — and is bullish on digital advertising. It estimates digital advertising expenditure will grow 40% to Rs 6,525 crore in 2016 from Rs 4,661 crore in 2015.
Digital advertising may account for 11.3% of total advertising spending this year. “We are delighted to bring Essence into India at a time when more and more clients are looking at cutting-edge digital media solutions for their brands. With their very focused approach, they have built deep client engagements globally. Our digital offering in India is further strengthened by their opening of an office here,” said CVL Srinivas, CEO, South Asia, at GroupM. Essence was acquired by GroupM in November 2015 and deploys campaigns in 71 markets.