EssenceMediacom names new chief strategy officer for China

GroupM's EssenceMediacom has appointed Dennis Potgraven (pictured) as chief strategy officer for China. Based in Shanghai, Potgraven will be reporting to Benjamin Wei, CEO of EssenceMediacom China. 

Within his new role, he will lead the strategy team and transform the agency’s strategic capabilities to offer a diverse and dynamic array of strategy configurations, including communication, media, and platform strategy, to meet and exceed client expectations in the evolving advertising landscape.

With background in marketing and strategic planning, Potgraven has cultivated a robust career spanning Europe, the US, and Asia. His expertise in integrated marketing communication and creating customer value is evidenced by his successful tenure at prominent FMCG and retail brands.  

Before joining EssenceMediacom, Potgraven has demonstrated a commendable track record at Havas Greater China for five years and, for the past four years, at GroupM agency Wavemaker in New York, where he was responsible for executing impactful marketing campaigns and played a pivotal role in the development of integrated strategies across media and creative agencies. 

Existing clients of EssenceMediacom China include 3iRobbot, Adidas, Airbnb, Akzo Nobel, Bayer, Breitling, Didi, Dell, ETS, Ecco, Estee Lauder Companies, Fonterra, GAC motor, Google, Harley Davidson, HiPP, Lacoste, ClubMed, Mars, Moncler, Monster energy, NBCU, TCP Red Bull, Richemont, Sony, Coca-Cola (TCCC), Warner Brothers, amongst others.

Benjamin Wei, CEO of EssenceMediacom China, said: “I am thrilled to have Potgraven join EssenceMediacom China. He has robust experience across different markets and is especially passionate about China, a market that has massive opportunities. I'm confident his fresh perspectives and dynamic leadership will drive our strategy team to even greater success and elevate our agency to new levels of excellence.”   

“I am very happy to be back in China as this is a most rewarding time for a strategiest. While we are in economic harder times, for many of our global and local brands there are still massive opportunities for growth in the Chinese market. But brands need to be more precise in how to achieve growth and particularly profitable growth,” Potgraven said. 

“And that is where we come in to support with the right marcom strategy and media solutions. At EssenceMediacom and GroupM in China we are so well equipped to do this through our people and our products, so it is more than a pleasure to be part of it,” he added. 

Don't miss: GroupM HK CEO and Mindshare HK managing director to depart

This comes following GroupM restructured its North Asia leadership teams, with the departure of GroupM's Hong Kong CEO Alice Chow and Mindshare's managing director for Hong Kong Irene Tsui.

It is understood that this is part of GroupM's global strategy to simplify the leadership structure. Meanwhile, GroupM's Northeast Asia CEO Michael Beecroft will oversee the Hong Kong office. 

On the other hand, GroupM appointed Jimmy Kuo as CEO in the Greater China region for Taiwan, as confirmed to MARKETING-INTERACTIVE.  

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