EssenceMediacom wins Google's local media account
The account was won in a closed pitch process with the incumbent, PHD.
EssenceMediacom has won Google's local media account, expanding its remit as the tech company's global agency of record for digital media.
Google told Mediaweek that EssenceMediacom had been appointed to the account following a pitch process involving incumbent PHD. Google could not comment on how much the media account is worth.
Mediaweek has reached out to GroupM and EssenceMediacom for comment. PHD declined to comment.
In 2021, Essence (as it was known before the merger) was first appointed to the tech company's global media account without pitch, as reported by Campaign US in 2021.
EssenceMediacom's win comes after the media agency successfully retained the Uber account in APAC in September, worth approximately USD $150 million.
The agency will lead the central APAC hub for the region from its Sydney headquarters.
See also: EssenceMediacom retains Uber in APAC, announcing new agency model
Earlier in the year, EssenceMediacom retained health insurance brand nib after a competitive pitch.
The renewed partnership will see EssenceMediacom continue to lead media strategy, planning, buying and digital transformation for nib across all channels, including performance.
The media agency also welcomed the appointment of Pippa Berlocher as the new CEO in Australia & New Zealand. She joins from IPG Mediabrands’ performance marketing agency Reprise, where she was APAC president.
Berlocher stepped into the role after Pat Crowley revealed his move to Commonwealth Bank as media agency specialist to expand its paid and owned media business.
The past 12 months have been a whirlwind for the GroupM agency which was formally launched earlier this year following the merger of Essence and Mediacom.
EssenceMediacom has a strong local client portfolio, including Commonwealth Bank, Isuzu, KFC, Myer, and Queensland Government in Australia, and Fonterra and Lion in New Zealand.
The agency also has an enviable global client roster, which includes adidas, Bayer, Dell, Google, Mars, NBCUniversal, PlayStation, Procter & Gamble, The Coca-Cola Company and Uber, and will be responsible for more than $21bn in global media billings (COMvergence, 2021).
See also:
EssenceMediacom’s Pat Crowley goes client-side, joining Commonwealth Bank
EssenceMediacom appoints Pippa Berlocher as CEO
