NEW YORK, May 10, 2016 /PRNewswire/ -- Essence, a global digital agency, today announced the formation of the Partnerships & Emerging Media practice, a new global discipline that will be responsible for the development of future digital channels and the agency's relationships with media and data partners. Former North America Head of Mobile, Jeremy Sigel, will serve as the practice's global director.
The agency officially launched its mobile practice in 2013, and has watched mobile spend rapidly climb to exceed over 50% of its annual global spend. Essence simultaneously experienced a transformation in how media is purchased; over 70% of its global spend is now bought programmatically via self-serve real-time-bidding or demand-side platforms. With programmatic being a bigger focus than ever before, partnerships have shifted from centering on websites and price to the creation of new programs and products, thus evolving the role of both the Mobile and Investment disciplines. This progression, coupled with the ubiquity of mobile within the digital world, birthed the Partnerships & Emerging Media Practice.
Building on its track record of delivering first-to-market initiatives--in the last year, Essence was selected by Pandora as the first agency to beta-test its mobile programmatic solution and was the first advertiser on Vungle Premium--the Partnerships & Emerging Media practice will align the agency's future with new success criteria, ensuring it remains on the bleeding edge of innovation.
Sigel served as Essence's North America Head of Mobile for nearly two years, overseeing the strategy, planning, buying, execution and evaluation of mobile marketing communications for the agency's top clients. He joined Essence as a Client Director in 2013 after leading the development and execution of global mobile marketing campaigns and creative content production for Nokia. As Global Director of Partnerships & Emerging Media, Sigel will be tasked with building partnership programs and expanding the agency's capabilities into new emerging digital channels.
"We work with so many mobile-first clients that make it a priority to stay ahead of the technology and innovation curve," said Christian Juhl, global CEO of Essence. "Instituting a practice that monitors these developments and identifies the most groundbreaking opportunities will create a more efficient, streamlined experience for clients and partners alike."
"We're in the midst of an extremely transformational time right now," said Sigel. "Media is becoming digital, digital is becoming mobile, and the mobile app ecosystem is evolving everywhere. Under the leadership of the Partnerships & Emerging Media practice, Essence will be better positioned to capitalize on this reality, creating a new breed of consumer-centric marketing experiences, and employing measurement and analytics tactics focused on individuals, not impressions. We are excited to help expedite the journey and redefine the term 'digital agency.'"
The practice's operations are underway and Sigel's new role is effective immediately. To stay up to date on the Partnerships & Emerging Media practice, please visit www.essencedigital.com.
Essence is a global digital agency that blends data science, objective media and captivating experiences to build valuable connections between brands and consumers. Clients include Google, Viber, method, Tesco Mobile and the Financial Times. The agency is more than 540 people strong, manages over $850MM in media spend and deploys campaigns in 71 markets via offices in Chicago, London, New York, San Francisco, Seattle, Shanghai, Singapore, Sydney and Tokyo. Part of GroupM, Essence is majority owned by WPP, the world's leading communications services group.
Visit essencedigital.com for more information and follow us on Twitter at @essencedigital.
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