GroupM’s global data and measurement-driven media agency, Essence, has announced the appointment of Gabrielle Kong as Vice President, Strategy in China. Reporting to Essence’s CEO, China, Benjamin Wei, she will be responsible for leading brand and communications strategy for the agency’s clients and initiatives in the market.
With more than a decade of industry experience from both the agency and brand sides, Kong is a seasoned strategy leader in media and advertising, helping marketers to drive growth and differentiation for their businesses. Joining Essence from PHD in China where she served as Group Strategy Director, Kong was also a key account lead for a breadth of clients and was instrumental in winning new business for the agency. Other companies she has worked at include Carat, Razorfish, AKQA and Estée Lauder.
Kong said: “I’m thrilled to start a new chapter with an exceptionally talented team. Essence radically improves the value and relevance of advertising for brands and consumers by combining the principles of data science and the power of technology, while strategy unites data and analysis with human insight and creativity to identify and unlock more growth opportunities for brands. I’m looking forward to working with the team to help marketers make smarter, more predictive decisions that will impact business outcomes in the short and long term, as well as build more differentiated communications platforms for ideas, experiences and execution.”
“I’m excited to welcome Gabrielle to our Essence team. As a strategist with creative, digital and media agencies, as well as on the brand side, she brings with her extensive knowledge and experience from across brands and categories. I believe her strategy leadership will help uncover more opportunities for growth, spark ideas that will differentiate brands away from the average and deliver better experiences for consumers, further strengthening Essence’s unique position as a full-service media agency for new-era marketers in China,” says Wei.
Since Essence’s expansion across Beijing and Shanghai in 2019, the agency has grown rapidly in the market, garnering multiple new business wins and industry accolades. With a full-service, integrated offering including consulting, strategy, creative and media, Essence’s diverse portfolio of clients in China includes Crocs, Google, Hermès, UPS, War Horse and Xiaoice.