Jessica Goodfellow
Oct 10, 2019

Essence bets on China

Three years after first investing in China, Essence is officially establishing a presence in the market.

Essence China leadership team, with Benjamin Wei centre (fourth from left)
Essence China leadership team, with Benjamin Wei centre (fourth from left)

Essence is officially opening its doors in China with offices in Beijing and Shanghai in a bid to attract local clients.

The digital media agency has appointed Benjamin Wei to lead its China operations across the two offices.

Wei has been working at Essence’s parent GroupM for the last nine years, during which time he set up its first centralised mobile business unit and its digital media innovation and thought leadership hub mLab in Beijing. He was most recently managing director of mobile.

Essence made an initial investment in China in 2016 to support global clients interested in advertising inside the country. Since then it has worked closely with GroupM in the market, Wei told Campaign.

“The developments we are announcing today is intended to allow us to fully service local companies as well as global companies,” Wei said, adding that Essence’s expertise in data-driven approaches is “exactly what marketers here are looking for”.

Essence global chief executive Kyoko Matsushita said China is “without question” 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,” Matsushita added.

Catch up on this week's people moves and business wins here.

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