Essence to handle integrated media duties for Airtel

The agency will manage both offline and digital media strategy, planning and buying.

Essence, a global data and measurement-driven media agency and part of GroupM, announced that it will take on integrated media duties for Airtel, effective January 1, 2019. As part of the mandate, the agency will manage both offline and digital media strategy, planning and buying.

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Sameer Singh

The Airtel business will be led by Yoginder Jain, vice-president, client servicing, India at Essence, supported by key practice leads across communications strategy, data strategy, client analytics, integrated media planning and media activation. The move will leverage the agency’s data, digital and integrated media capabilities as well as full-service offering to deliver the next level of evolution for Airtel’s media strategy.

Anand Chakravarthy

Speaking on the occasion, Sam Singh, CEO, South Asia at GroupM, says, “We are happy to further consolidate our relationship with an inspiring brand like Airtel. I am confident that Essence, with its strength of data, measurement and technology at the core of its integrated media offering, will deliver creative and innovative business, marketing and communications solutions to take Airtel to the next level.”

Airtel's media mandate is currently managed by Team Airtel - a bespoke client solution created by GroupM three years ago. The 30-member team will transition to Essence and continue to service the account.

Commenting the win, Anand Chakravarthy, managing director, India at Essence, says, “We are delighted to partner with Airtel. The addition of talent into Essence is also a huge win for us, as we continue to strengthen our team, product and full-service offerings in the market. Airtel is a force to be reckoned with in the telecommunications sector, and we look forward to further support it in earning even more meaningful, effective and relevant connections with its customers.”