Why GroupM is Merging MEC and Maxus and Elevating Essence
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If there were any doubt as to the digital and data pointing the way for media in the future, GroupM quashed that today with the news that it will merge two of its traditional buying networks, Maxus and MEC, into a yet-unnamed global network while beefing up digital agency Essence.
The merger should help GroupM, the world’s largest media buyer, cut costs that it can reinvest in Essence, which serves as Google’s global agency of record for digital media. The new combined Maxus-MEC agency will be led by Tim Castree, who was named CEO of MEC in November.
“We’re making a pivot to the future growth areas of our business,” GroupM global CEO Kelly Clark said. “We’ve had four global agency networks for quite a few years now Maxus, MEC, Mindshare and MediaCom. We now will have four, but with a very different focus and balance,” he said, noting those will include the merged MEC and Maxus along with a “significantly ramped-up Essence.”
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