EssenceMediacom Names Wei China CEO

EssenceMediacom, which will combine digital strategy, data-driven creative, analytics, and tech capabilities with multichannel, audience planning and strategic media expertise, has appointed Benjamin Wei as China Chief Executive Officer.

WPP-owned EssenceMediacom will be launched next January, through the merger of data and measurement-driven media agency Essence and media network MediaCom. Wei (pictured), who has been leading Essence China's business growth and expansion of its data-driven media offering over the past three years, joined GroupM China in 2010. As Business Director, Mobile, he founded GroupM's first centralised mobile business unit, and in 2012, as General Manager, mLab, he established GroupM's digital media innovation and thought leadership hub in Beijing.

In his new role, effective from next month, Wei succeeds Rupert McPetrie, who is now CEO, EssenceMediacom APAC. He reports to both McPetrie, and Patrick Xu, CEO, WPP and GroupM Greater China. Wei will work closely with Michelle Yin, newly promoted to the position of EssenceMediacom China COO, EVP. Both Wei and Yin will join GroupM China's executive committee.

McPetrie comments: 'Benjamin has consistently put people at the heart of all that he does. At every stage of his career, he has also developed new capabilities and scaled them with a spirit of entrepreneurialism, as well as established very strong, innovative partnerships with clients. As we look to the future, building our new agency in such a key strategic and unique market, I am really excited about what we will create with Benjamin leading the business.'

Web sites: www.essenceglobal.com and www.mediacom.com .