GroupM has formally launched EssenceMediacom, with a mandate to deliver breakthroughs for clients by disrupting old models across media, creative, innovation and analytics.

The merger was announced in April of last year and has been completed over the last nine months. The combined agency is meant to bring Essence’s performance, data, analytics and creative technology capabilities together with Mediacom’s scaled, multichannel audience planning and strategic media expertise.

Globally, the client roster includes Google, NBCUniversal, Mars, Adidas, and the Coca-Cola Company. In Canada, the agency’s local client list includes Aldo, Uber, CIBC and the Ontario Lottery Gaming Corporation.

EssenceMediacom, led at the global level by CEO Nick Lawson, is GroupM’s largest agency, comprised of 10,000 people across 120 offices in 96 markets.

In Canada, the merged agency has a headcount of over 275 between offices in Toronto, Montreal, Quebec City and Vancouver. In a joint statement, Urania Agas, CEO of EssenceMediacom Canada and Kevin Johnson, CEO of GroupM Canada, said both Essence and Mediacom had a shared goal of delivering innovation and impact for clients, something they are even better positioned to do together.

“The future of marketing is outcomes-driven, underpinned by a solid base of data and analytics,” Agas and Johnsons aid. “What we’ve built will provide media solutions rooted in both, breaking through the clutter of today’s new communications economy.”

As part of GroupM, EssenceMediacom will also have access to the data and advanced capabilities from GroupM Nexus and Choreograph, the company’s industry-leading data and technology services provider.