Essence announces expansion of business in China

Global data and measurement-driven media agency, Essence, has announced the expansion of its offering to businesses in China.

The agency will attempt to help companies in China transform their marketing approaches with consulting, strategy, creative, media planning, and media activation services.

Benjamin Wei - who has been named the managing director, China at Essence - will lead local operations across its offices in Beijing and Shanghai, supported by GroupM.

“With more and 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,” said Wei. “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.”

Benjamin Wei

With over 12 years of media and advertising industry experience, Wei first joined GroupM China in 2010, setting up its first centralised mobile business unit to deliver creative and media solutions to brands. In 2012, he established GroupM’s digital media innovation and thought leadership mLab hub in Beijing. Most recently as managing director, mobile, he led the relaunch of GroupM China’s mobile unit to provide integrated mobile services and solutions to businesses.

“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,” said Patrick Xu, CEO, GroupM and WPP in China. “Moreover, I believe Benjamin will be an outstanding leader to his team and a great partner to our clients.”

Essence currently operates in seven countries across 11 APAC offices, representing more than half of the agency’s 20 offices globally. The expansion of Essence’s media services in Beijing and Shanghai is part of the agency’s continued growth in the APAC region, which has seen the addition of offices in Bengaluru, Jakarta, Melbourne, Mumbai, and Seoul since 2018. 

“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,” said Kyoko Matsushita, Global CEO, Essence.