WPP media buying arm GroupM has merged two of its biggest media agencies MEC and Maxus in a plan to use cost synergies to expand its digital shop Essence.
The group plans to add traditional media capabilities and a larger geographic footprint to Essence in a move to let the company take a further role in client relations.
The merged MEC and Maxus proposition will be led by MEC Global chief executive Tim Castree.
GroupM’s portfolio will now comprise three global media agency networks – Mindshare, MediaCom, and the newly merged entity – each with more than one billion dollars in annual client revenues.
“We’re committed to improving our service to clients. These moves will give us greater focus, help us innovate, and improve our speed of delivery,” said Kelly Clark, global chief executive of GroupM.
Clark recently appointed former Maxus global chief executive Lindsay Pattison as GroupM’s chief transformation officer.
GroupM acquired Essence in November 2015.
“The leadership team at Essence is excited about the opportunities this creates for our clients and our people,” said Christian Juhl worldwide chief executive of, Essence. “Our mission is to make advertising more valuable to the world; with this infusion of talent, capabilities and markets, we can do this now on a bigger stage,” he added.
Clark named Castree head of MEC in November 2016.
“Maxus and MEC share common values and ambitions. Both networks have a strong local market presence and entrepreneurial drive. Together, we believe we can create an exciting new media, content and technology agency which we look forward to introducing soon,” said Castree.
Pattison added:” We’ve clearly signalled our ambition to transform, and we mean business. This allows us to more meaningfully invest in each agency’s future – retaining and attracting the best talent with inspiring and rewarding workplace.”