Essence China office Photo: Courtesy of Essence China

Essence, a global data and measurement-driven media agency and part of global media investment company GroupM, recently announced the expansion of its offering to businesses in China.

Known for pioneering the use of analytics and technology to create valuable, relevant and trustworthy advertising, Essence aims to help companies in China transform their approach to marketing with cutting-edge consulting, strategy, creative, media planning and media activation services.

Benjamin Wei, managing director, China at Essence, who leads local operations across offices in Beijing and Shanghai, believes Essence stands out with unique advantages compared to its traditional competitors.

Benjamin Wei, managing director, China at Essence Photo: Courtesy of Essence China

 

Claire Zhao, vice president of strategy, China at Essence Photo: Courtesy of Essence China

Technology, data go first

"Before it became a full-service media agency, Essence had a digital heritage and analytics DNA from day one. When you apply data and technology to many fields, invaluable things happen," Wei told the Global Times, explaining that Essence will combine the principles of data science and the power of technology to enhance the strategy, creativity and human expertise behind its work, providing clients with solutions from end-to-end agency ­implementation to custom consulting. 

Data and technology bring different things for Essence. Claire Zhao, vice president of strategy, China at Essence, believes Essence, as an agency, stands in a strong position. "Based on understanding data from both sides, we can break the data silos between media and our clients, and then provide in-depth business insights," Zhao explained at a media event.

"Data is a basic thing we are confronted with, and measurement helps us bridge it with business value in a better way," she added.

Technology leads to efficiency. As Zhao said, when automation and human labor work together, it leads to a comprehensive view on marketing campaigns, precise financial control and outstanding efficiency. Wei told the Global Times that high efficiency means lower costs, which give small and medium-sized clients more chances to get involved.

No master key

Like other international companies, Essence still faces challenges in China, but Wei sees opportunities for progress in the Chinese market. He values mind-set a lot. Essence doesn't categorize clients according to industries, Wei said. "We would like to find clients who share our approach to data-driven marketing and business growth, and who want us to help them solve their fundamental problems," Wei explained, stressing that Essence focuses on measurement and overall marketing strategy instead of simple media services.

He holds that some traditional approaches may temporarily solve problems for clients, but these approaches never get to the root of the problem. "We help our clients sort things out, identify fundamental problems and formulate solutions which are highly customized," he said, believing that there is no master key for all clients.

Wei insists that understanding the local market is crucial. "We would like to build up approaches and platforms which are suitable for the Chinese market," he said.

Get in and go abroad

As digital media dramatically develops in China, new and original approaches keep appearing. Essence, with its international focus, is also trying Chinese approaches abroad while adapting global approaches to China.

Wei said some new approaches that emerged in China are now affecting the global market. "Short videos, for instance, are gaining client appreciation." 

He also stressed that local nuances must be considered when applying new approaches overseas.

"People get interested in the new media and approaches emerging in China, and want to know how they function," Zhao added. "Many internet companies, for instance, are changing from 'copy to China' to 'copy from China'. People value the adaptability of the Chinese."

Wei revealed to the Global Times that Essence will work on research and development in China to serve its global business. 

He holds an optimistic view on Essence's development in China. "The world is learning about and understanding the Chinese market and its value now, which I think is a signal that people's confidence in China will be growing." 

The expansion of Essence's media services in Beijing and Shanghai is part of the agency's continued growth in the Asia-Pacific region. 

Operating 20 offices globally, the agency serves clients such as Google, Flipkart, NBCUniversal, L'Oréal and the Financial Times. Essence has more than 1,800 people, manages $4 billion in media expenditure annually, and deploys campaigns in 106 markets.

Global Times