GUANGZHOU, CHINA — Essence, a global data and measurement-driven media agency that is part of WPP’s GroupM, today announced that it has been awarded integrated media agency of record duties by automobile company GAC Motor. Led out of Essence’s Guangzhou office in China, the agency’s scope of work includes brand strategy, integrated media planning and activation, and creative development and production, covering all of GAC Motor’s sedans, sport utility vehicles, multi-purpose vehicles, and new energy electric vehicles across its international business, including in Southeast Asia, the Middle East, Africa, and Latin America.
Headquartered in Guangzhou, GAC Group was incorporated in 1997. Through export planning, GAC Group successfully launched its international business, and GAC Motor was born in 2019. GAC Motor is devoted to the production and sales of world-class vehicles, engines, automobile components, and car accessories, as well as research and development of automotive engineering technology. Today, its overseas distribution spans 26 countries across five regions, and strategic plans are in place for further development globally.
As part of the partnership, Essence and GAC Motor collaborated to launch new car models such as GS4 and GS8 in the Middle East and Latin America, as well as establish a global strategic partnership between GAC Motor and Chilean football club Colo-Colo, resulting in GAC Motor becoming the first Chinese car brand to make an appearance in the Copa Libertadores. In addition to developing new innovations in media and communications in the automobile industry, Essence also helped grow GAC Motor’s brand and business through multi-dimensional, cross-industry initiatives.
“As a new generation full-service media agency with a pioneering use of analytics, technology, and creativity, Essence is committed to helping companies in China accelerate their data-driven marketing transformation and business growth, both locally and globally,” said Benjamin Wei, CEO, China, Essence. “In the post-pandemic era, there is strong growth potential for GAC Motor’s outbound business in international markets. We are honored to have the opportunity to partner with GAC Motor on its journey to further expand globally and help create its next generation of business to achieve its growth goals.”
GAC Motor joins Essence’s rapidly growing portfolio of clients, including Chang’an Ford, Crocs, Google, Hermès, UPS, and War Horse, across its Beijing, Guangzhou, and Shanghai offices. Since the expansion of Essence’s service offering in China in 2019, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth.
