June 29, 2022

AKQA Media becomes a member of the Essence, Marketing & Advertising News, ET BrandEquity network

Pat Crowley

AKQA Media will join GroupM within Essence. The combined agency will operate as Essence with 250 people in three offices in Brisbane, Melbourne and Sydney. Pat Crowley has been appointed as the first Managing Director of Essence in Australia, while AKQA Media is now part of the Essence network.

The integration of AKQA Media into Essence brings extensive capabilities in digital strategy, data and analytics, SEO CRO, social media, creation and content. The transition will take place over the next few months and will be effective from January 1, 2022. The combined agency will operate under the name Essence with 250 people in three offices in Brisbane, Melbourne and Sydney.

Crowley will work alongside the management team of Essence James Graver, Brett Carson, Anna Colnan, Katie-Lynn Guerrero, Jamarr Mills and Sid Nair, and the AKQA Media management team including Chris Hitchcock, Andrew Burger , Theo Zisoglou, David Gerrie, Jeremy McNamara, Shalyce Mclean, Nathan Pedwell, Sive Buckley and Pamela Riddett. He will also join the GroupM Exco team.

“I had the good fortune to spend time with the Essence team a few years ago, and it gave me a really good insight into what this is a wonderfully exciting company focused on technology, data and digital. We leverage the best capabilities of AKQA Media and Essence, supercharging it with the power and scale of the GroupM global network. I am very excited about what we can create together in this market as part of the world-renowned digital and data-driven Essence network, ”said Crowley.

T Gangadhar, CEO of Essence APAC, said: “Australia is a very exciting market with its advanced marketing, media and technology landscape. I am delighted that Pat and the AKQA Media team from Brisbane, Melbourne and Sydney are joining our Essence network. With our expanded capabilities, I look forward to Essence delivering transformational, data-driven growth to even more brands across the country. I have no doubts that Australia will be a priority market for Gasoline regionally and globally in our future development.

Ashutosh Srivastava, CEO of GroupM APAC and Interim CEO of GroupM Australia, said: “This is the next part of GroupM’s strategy in Australia. We are thrilled to welcome Pat and the talented AKQA Media team to GroupM to be part of our mission to shape the next era of media where advertising works better for people. “

The move follows Ikon’s merger to form AKQA Media earlier this year, and is in line with WPP’s global strategy to focus on fewer and stronger brands that provide expert services to clients.

AKQA will continue to operate as a strategic design and innovation company under the leadership of Brian Vella, Managing Partner of APAC.

GroupM is the media investment arm of WPP AUNZ.

In his new mission, Deshpande will help create synergies between all of Reliance’s media interests and investments …