EssenceMediacom Launches Data and Analytics Function

GroupM's new data / audience planning agency EssenceMediacom has formed a dedicated data, technology and analytics function to 'deliver business solutions to clients in the post-cookie era'. Poorani Adewole transfers in from Mindshare to lead the unit as Chief of Data, Technology and Analytics.

Formed by merging data and measurement-driven media agency Essence and media network MediaCom and launched around a year ago, EssenceMediacom combines the former's performance, data, analytics and creative technology offer with the latter's audience planning and media expertise, with the group's EMOS Operating System underpinning its work.

Adewole (pictured) has more than twenty years of experience, most recently as Data and Technology Lead at Mindshare, and including work in digital and performance marketing in both local and international roles. Joining her on the team are National Head of Performance Vianna Kim, formerly of OMD Australia; and Nicholas Hinchly, National Head of Performance, Data and Technology, who like Kim brings a dozen years of experience to the role.

CEO Pippa Berlocher comments: 'We are investing significantly in our data, tech and analytics capability, which will enable us to provide further clarity and direction for our clients in this ever-changing environment. We are committed to providing the expertise that our clients increasingly require to breakthrough in the new communications economy'.

Thanks to news site www.mumbrella.com.au for much of the above. EssenceMediacom is online at www.essencemediacom.com .