Essence rolls out 'Media Health Check' service

GroupM’s Essence has unveiled its Essence Media Health Check service. With the new offering, the media agency aims to help marketers achieve "effective business outcomes from digital media campaigns by delivering measurable performance improvements over their current baselines".

According to a press release, Essence Media Health Check enables marketers to access the agency’s digital media capabilities, technologies and automation tools. The product also delivers actionable analyses across media channels and marketing technology subscriptions, which aids in eliminating risk and wastage while increasing the effectiveness of media campaigns. Designed for both in-house marketing teams and external agency service models, the solution recommends measurable implementation roadmaps to capture the upside value as well.

Supported by the Singapore Economic Development Board, Essence Media Health Check is developed through Essence Global Ventures, the agency’s innovation, research and development hub based in Singapore which was launched in March 2019.

Aside from launching its Media Health Check service, Essence said it will further develop and incubate marketing technology products that use predictive data signals and automation to improve business performance, customer experience and brand governance for companies. Similar to the Media Health Check, these solutions will be commercialised and deployed across APAC and globally via Essence’s network of offices. 

The Media Health Check service was incubated during the early stages of the COVID-19 pandemic as an aid for marketers facing shifts in consumer behaviour, market-wide volatility and downward budgetary pressures, as a means to accelerate their digital transformation. The agency said it has since piloted the service for brands in the financial services, retail, technology and telecommunications industries across APAC.

James Smyllie, senior vice president, head of media, APAC at Essence, said through its pilot Media Health Checks found at least 30 to 40% improvements in media efficiencies and potential business growth. “We are excited to help marketers optimise their media investment and unlock value in their campaigns in a fast, effective, efficient and actionable way,” Smyllie added.

Kunal Guha, executive vice president at Essence, who oversees the strategic direction and delivery of Essence Global Ventures’ research and development efforts added: “ “We consistently observe swathes of missed opportunities for marketers and believe this is immediate ‘money on the table’ that can be unlocked for diverse business scenarios from margin improvements to volume growth.”

Meanwhile, Dawn Lim, vice president and head, commercial and professional services at Economic Development Board, said the launch of Essence Media Health Check is timely, as companies seek to optimise media campaigns amid rapid changes in consumer behaviour resulting from COVID-19. She added that the Essence Global Ventures innovation hub will help marketers accelerate digital transformation efforts and drive new business opportunities through the development of innovative solutions, which can be scaled globally from Singapore.

Essence’s new product launch comes a few months after it named Monica Bhatia as managing director for Singapore. As part of Essence’s APAC leadership team, Bhatia is responsible for driving continued client-centric innovation in data, analytics and technology, as well as business growth and company culture for Essence in Singapore. Bhatia joins Essence’s APAC leadership team, and reports to APAC CEO, T. Gangadhar.

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