Chinese automotive manufacturing brand Chang’an Ford names Essence as media agency

Automotive manufacturing company Chang’an Ford has appointed GroupM's media agency Essence to handle its digital media duties.

Led from Essence’s Shanghai office, the agency’s remit includes media planning, media activation and content innovation for digital brand and performance marketing activities across Chang’an Ford’s automobile business, covering all its vehicles and dealers in the market.

As part of the partnership, Essence’s activities with Chang’an Ford include a launch campaign for Ford Explorer, sustaining campaigns for Ford EVOS and Ford Explorer, promotional campaigns for Ford Edge and Ford Escape, as well as a car buying festival campaign featuring Ford Edge, Ford Escape and Ford Explorer. In a key campaign for the all-new Ford Mondeo, Essence leveraged AI tools to create a virtual store to generate awareness and interest for the launch, as well as developed creative content in different angles and dimensions to help consumers visualise their automotive experience.

“Over the past few years, Essence has built a leading reputation in China as a new generation full-service integrated media agency with a digital heritage and analytics DNA, as well as a unified approach to data that brings creative and media closer together," said Essence's China CEO Benjamin Wei.

Currently, Essence has a strong portfolio of clients in China, including Crocs, Google, Hermès, UPS and War Horse. Since the expansion of Essence’s service offering across Beijing and Shanghai in 2019, the agency said it had seen an increasing demand by companies for its data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating business and brand growth.

"We are excited to partner with Chang’an Ford in the dynamic automobile industry to deliver data-focused media and content innovation - to improve the value and relevance of its advertising for the benefit of its brands and consumers, and help drive its business growth in the market," Wei added.

Chang’an Ford was jointly established by Ford Motor Company and Chang’an Automobile in China in 2001. With production plants in Chongqing, Hangzhou and Harbin, Chang’an Ford’s locally produced car models include Ford Edge, Ford Escape, Ford EVOS, Ford Explorer, Ford Focus and Ford Mondeo.

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