GroupM’s global data and measurement driven agency Essence has officially launched operations in China. The company has appointed Benjamin Wei as Managing Director who will lead its operations across offices in Beijing and Shanghai. 

Wei has worked for GroupM for nearly a decade. He was most recently the managing director mobile leading the relaunch of the media specialist’s mobile services and solutions business. 

Speaking about the launch of Essence, Wei said: “With more companies in China embracing data-driven approaches to grow their businesses, Essence’s expertise and digital heritage are exactly what marketers here are looking for.

WPP and GroupM China CEO Patrick Xu said: “In an increasingly fragmented, complex and algorithm-driven ecosystem, the role of data and technology will become more critical. 

“With a DNA that unites both data science and creativity in enabling business growth, we are very excited about the future that Essence will build for brands in China.

The expansion of Essence’s media services in Beijing and Shanghai is part of the agency’s continued growth in the APAC region, which has seen the addition of offices in Bengaluru, Jakarta, Melbourne, Mumbai and Seoul since 2018. Essence now operates in 7 countries across 11 offices in APAC, representing more than half of the agency’s 20 offices globally, says a statement by the company.