EssenceMediacom has brought to life its new Breakthrough Thinking for Brands positioning for 600 industry leaders and media partners at its first-ever Partners Day events held in Melbourne, Sydney, and Brisbane.
The events gave partners a peek under the hood of the new agency model, showcasing the capabilities, tools and processes that underpin it and fostering greater collaboration with partners to deliver on the brand promise for clients.
Each event was hosted by the state leadership teams, with engaging presentations and brand case studies to unlock each aspect of the GroupM agency’s approach from data and tech, strategy and planning, Creative Futures, Performance and media investment.
This provided attendees with a comprehensive understanding of what Breakthrough Thinking means for them and the opportunities it brings with the agency.
Nick Thomas, EssenceMediacom chief investment officer, said: “It’s almost exactly 12 months since the merger was announced, and almost three months since we officially launched on January 31. We have been hard at work bringing the two agencies together and building the capability, processes and products that enable us to make our promise a reality for our clients.
“We are beyond excited to share this with our partners at our Partners Day events across Australia. These sessions with our closest partners in each market exemplified the spirit of Breakthrough Thinking that EssenceMediacom is set up to deliver now, and into the future,” he added.
Among the highlights of the events were fireside chats with EssenceMediacom clients. In Brisbane, Container Exchange marketing manager Gemma Boucher joined the team on stage, while in Melbourne guests heard from Myer GM of marketing Gemma Hunter.
In Sydney Andy Morley, director of marketing, Uber & Uber Eats, shared valuable insights into the success of their collaboration and how Breakthrough Thinking is coming to bear for Uber. He said: “If you’re not doing something breakthrough or disruptive, no one’s going to notice you. That’s why I’m excited about EssenceMediacom’s new capabilities and approach.”
EssenceMediacom also revealed the success of its charity partnership with anti-bullying charity Dolly’s Dream demonstrating Breakthrough Thinking for good. It mobilised every employee and activated a full-funnel media strategy that delivered more than $8.6 million in media value, thanks to the generosity of media publisher partners. The team also raised more than $35,000 in donations.
Speaking of the partners day, Rod Prosser, Paramount ANZ’s chief sales officer said: “Partners Day was a real turning point for EssenceMediacom showing the team’s strategy and hard work bringing Breakthrough Thinking to market as a real differentiator. The energy, capability and depth of talent really showed what EssenceMediacom stands for and the incredible opportunities we have to work with them in exciting new ways in the future.”
Kelly Healy, GM Agency and Direct (QLD), News Corp said: “Yesterday was a game changer for this market and that truly excites me.”
Seven Network’s QLD sales director Todd Dickinson said: “EssenceMediacom painted an exciting picture of what’s coming next. It’s clear the expertise, resource and structures are in place to ensure breakthrough thinking and behaviours for clients and media partners alike. Dawn of a new era.”
Helen Girdlestone, head of agency development, LinkedIn AUNZ, said: “LinkedIn was thrilled to join EssenceMediacom for their inaugural partner evening. It provided valuable insights into how we can collaborate as strategic partners to deliver breakthrough thinking for their clients.
“We are energised by EssenceMediacom’s new proposition and look forward to working closely with the team to deliver competitive products and solutions that build brands and promote long-term growth.”
Craig Bonser, agency development ANZ, Amazon Ads, said: “EssenceMediacom put on a fantastic event that really gave us all a good look behind the curtain as to what Breakthrough Thinking looks like for brands when it comes to people, product and process. Most importantly, it’s given me and the Amazon Ads team really clear guidance on the agency’s integrated future with some actionable takeaways.”
Top image: EssenceMediacom in Sydney