Programmatic advertising giant GroupM broadens its presence in France to bolster clients' digital transformation journey
In a significant move, Essence, a leading global digital media agency, has established a new office in Paris, France. The expansion is spearheaded by Tim Irwin, the EMEA CEO of Essence, who attributes the move to the growing trend of French advertisers combining programmatic advertising with first-party data.
Guillaume de La Flechère, currently the chief executive of digital transformation agency Neo MediaWorld, will oversee the operations of Essence France. The agency aims to expand GroupM's presence in France and offer technology, data science, and e-commerce expertise to local clients.
One of the clients Essence France will work with is Google, reflecting the growing interest in data-driven marketing solutions. The agency will also collaborate with other GroupM agencies in France to provide comprehensive support to local clients.
The industry, according to Tim Irwin, is preparing for the demise of third-party cookies. In response, Essence has been developing solutions that focus on leveraging first-party data, implementing contextual advertising, utilizing advanced AI and machine learning models, and building direct publisher partnerships.
In France, where privacy regulations such as GDPR are strong, these strategies will likely emphasize tailored solutions that comply with privacy laws while maximizing programmatic effectiveness. Essence France will offer consultancy and technical support to local clients to transition their programmatic buying strategies towards first-party data ecosystems and privacy-centric models.
The partners, whose expertise lies in technology and opportunities arising from the industry's shift, are expected to provide guidance on the necessary technology for this transition. They will also help navigate the industry's transition away from third-party cookies, offering insights into the opportunities arising from this change.
Essence France's operations are aimed at addressing local digital media needs, supporting emerging client programmatic needs, and offering insights into the opportunities arising from the industry's shift. For the latest updates on Essence France's precise strategic initiatives, it is recommended to consult Essence's official communications or to make direct inquiries to the agency.
- The technology-focused partnerships Essence France is establishing will likely include discussions on implementing contextual advertising and advanced AI models for their clients' business needs in France.
- In the wake of the industry's transition away from third-party cookies, Essence France will offer consulting on finance-related matters, including investments in technology and e-commerce expertise, to facilitate a smooth transition for local clients.
