Campaign’s School Reports 2018 are out
17 April 2018
WPP has poured resources from defunct sister agency Maxus into Essence and, in November, successfully shifted the £160m BT media account into it. BT and Essence said the account will "benefit" from the digital agency’s expertise in data and analytics.
Essence, known mainly for being Google’s agency for the past 12 years, proved it is maturing by being shortlisted for Agency Team of the Year at the Campaign Media Awards. While its list of accounts remains small for a global agency, at fewer than 20, the size of the accounts is significant. As a result, in 2017 the agency grew 30% for the third year in a row, doubled its headcount and welcomed EMEA chief executive Nick Baughan.
WPP is banking on the fusion of media and data within Essence and it’s certainly had a strong start.
Culturally, the agency encourages its global executive team to back diversity initiatives. For example, Dan Dobson-Smith, chief learning and culture officer, leads its LGBT+ group and, over the year, the agency has partnered LGBT+ campaigning organisation Stonewall to become a "diversity champion". Chief talent officer Jennifer Remling, meanwhile, runs the [email protected] group.
The agency has also reviewed its recruitment process, partnering predictive hiring company Koru to negate hiring bias."