GroupM Acquires Essence Digital

GroupM EssenceWPP-owned GroupM has acquired a majority stake in digital media agency Essence Digital.

Essence will continue operating as an independent brand, and competing for business independently, but will also in certain cases collaborate with GroupM’s agencies – Mindshare, MEC, MediaCom, and Maxus – and have access to GroupM’s global reach and infrastructure.

“The addition of Essence to GroupM represents significant expansion of our digital expertise, particularly with the Google technology stack,” said GroupM chief digital officer Rob Norman. “This is consistent with GroupM’s overall policy of a technology agnostic approach. We’re delighted to welcome and begin collaborating with the talented colleagues that come with WPP’s strategic investment in Essence.”

Essence was founded in 2005, and now manages media spend of $700m in more than 70 markets for clients including Google, Financial Times and HP.