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EssenceMediacom formally launches across APAC, led by Rupert McPetrie


By Danielle Long | Acting APAC Editor

January 31, 2023 | 3 min read

EssenceMediacom, GroupM's newly formed global media agency, has formally launched with an enviable client list and global billings of $21bn.


Rupert McPetrie, APAC CEO EssenceMediacom

The APAC business will be led by APAC CEO Rupert McPetrie, who will oversee 2,500 people across 29 offices in 16 markets in the region.

Rupert McPetrie, EssenceMediacom’s APAC CEO, said: “In the fast-changing APAC region, which is also an important priority globally, we look forward to working together to continually push what’s possible in media, with category-defining innovations to create advantage for our clients in the new communications economy.”

India's operations will be led by South Asia CEO Navin Khemka and South Asia chief strategy and transformation officer Sonali Malaviya. Australia and New Zealand will fall under Pat Crowley. China's operations will be managed by Benjamin Wei as China CEO.

Kyoko Matsushita, the former global CEO of Essence who was promoted to WPP CEO in Japan last year, has been leading the merged business during the transition.

The merger, which was announced in March last year, brings together a significant client roster, which includes adidas, Bayer, Dell, Google, Mars, NBCUniversal, PlayStation, Procter & Gamble, The Coca-Cola Company and Uber, with the new entity responsible for more than $21bn in global media billings.

The agency's ambition is to "disrupt the old models across media, creative, innovation and analytics" to find new opportunities for brands and "deliver truly integrated media solutions".

Globally the business is led by Global CEO Nick Lawson.


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