Essence Creates Standalone Data and Tech Service

In the UK, GroupM-owned media agency Essence has announced that its EMEA Consulting division will now offer the group's data, media and technology expertise as a standalone service.

Essence Consulting operates in parallel to the agency's full-service media offering. Aimed at brands looking to develop strategic business areas - ahead of the media planning implementation stage - the new venture will offer clients support for their business development priorities. The standalone service covers three main areas: Digital Enablement, offering expertise on eCommerce, privacy and improved use of data; Media Consultancy, providing insights into building in-house capabilities and best practice audits; and Technology Solutions & Support, which will share knowhow on how to design and maintain bespoke technology stacks and vendor partnerships.

Another service available at launch is 'Get Privacy Ready', which provides design and deployment of vendor tags and products, customer (rather than third-party cookie) powered targeting and optimisation, and customisation for context. In addition, a new product connections service will enable brands to send conversion data directly from their server to another server, and a conversions API will allow businesses to connect data directly from their servers.

Tim Irwin (pictured), CEO of Essence in EMEA, said: 'We feel now is the right time to offer our data, media and technology expertise as standalone consultative services to partner in new ways with advertisers to accelerate their digital journey. We're already at the forefront of many market-leading digital solutions, and Essence Consulting gives us a home for this innovation and the opportunity to harness our expertise to offer additional value to existing clients and other advertisers'.

Web site: www.essenceglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.