Group M is axing EssenceMediacom X after less than two years in operation, with the agency merging to become part of the wider EssenceMediacom communications brand.
At the same time, EssenceMediacom CEO Clare Chapman is now leaving the business, despite being appointed by parent firm WPP just 12 months ago.
EssenceMediacom X, which was initially formed to avoid client clashes as part of the merger of MediaCom and Essence in 2022, will now be joining the wider agency as part of a “broader strategy to align with the global EssenceMediacom operating structure and simplify operations across Group M agencies”.
Having recently lost a number of key clients, including Sainsbury’s and Sky, there is no longer a business need for EssenceMediacom X to exist.
As part of the reshuffle, Natalie Cummins will be joining from rival Publicis agency Zenith to be new CEO, with Kate Rowlinson stepping up to become GroupM’s UK CEO.
“I’ve always admired EssenceMediacom. Everyone knows it’s the biggest agency, but I think people need reminding it’s also the best,” Cummins said.
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“I love the simplicity of the ‘Breakthrough’ positioning; to me it’s the perfect lever to supercharge EssenceMediacom to even bigger and better things.”
Rowlinson had led the business for five years, heading up former identity as MediaCom and overseeing its transition following its merger with Essence, which was finalised in January last year.
Her ascendance into the GroupM leadership follows on from Josh Krichefski’s switch to solely concentrate on his EMEA duties, in order to in his words “give the UK to the complete focus it needs.” Cummins and Rowlinson will take up their new roles effective 1 November.
Global CEO, Josh Lawson added: “Uniting our UK operations is an important step, but bringing Natalie on board is a crucial piece of the puzzle.
“She’s hugely respected, an outstanding leader and a perfect cultural fit as we look to deliver even more breakthroughs for brands.”
