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Maxus Becomes Essence in Korea
In Korea, WPP-owned media investment unit GroupM has merged its media agency Maxus into its data-driven agency Essence, as part of its global reorganization plans.
 Essence combines data science, media and customer experience skills to build connections between brands and consumers. The agency employs a team of more than 1,100 staff based in six US offices and eight other locations on four continents. In June, GroupM announced plans to expand Essence by adding traditional media capabilities, and a larger geographic footprint. GroupM is also merging the global operations and teams of its media agencies MEC and Maxus into a new billion-dollar revenue, media, content and technology agency under the leadership of MEC's CEO Tim Castree.
Through the merger in Korea, Maxus' fifteen-person team will move to Essence, and Maxus Korea Business Director Jay Lee will take up the same job title at Essence from next January. Kyoko Matsushita (pictured), APAC CEO of Essence, comments: 'The opening of a Korea office marks another special milestone for Essence in Asia-Pacific. Localization is essential in the region which is not one market but many distinct geographies, cultures and media marketplaces; this furthers our localization to best serve advertisers seeking brand growth with Asian consumers'.
Web site: www.essenceglobal.com .
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