EssenceMediacom names Benjamin Wei as China CEO

EssenceMediacom, GroupM’s newest media agency that combines Essence and MediaCom, today announced that it has appointed Benjamin Wei as China CEO for the merged agency, which launches in January 2023.

Reporting to both Patrick Xu, CEO, WPP and GroupM Greater China, and Rupert McPetrie, CEO, EssenceMediacom APAC, Wei’s appointment will be effective from October 2022. Currently Essence China CEO, Wei also succeeds McPetrie in his previous MediaCom China CEO remit. Wei will work closely with Michelle Yin, newly elevated from her current role as MediaCom China COO to EssenceMediacom China COO, EVP. Both Wei and Yin will join GroupM China’s executive committee.

Wei, who has been leading Essence China’s exponential business growth and expansion of its data-driven media offering over the past three years, joined GroupM China in 2010. As Business Director, Mobile, he founded GroupM’s first centralised mobile business unit in the market, delivering creative and media solutions to clients. In 2012, as General Manager, mLab, he established GroupM’s digital media innovation and thought leadership hub in Beijing. In 2015, as Managing Director, Mobile, he relaunched the mobile unit to provide integrated mobile services to clients.

Xu said, “We are incredibly excited about EssenceMediacom, an agency that will be at the forefront of the media industry, and will create cutting-edge advantage and opportunities for our clients, people and community going forward. I believe Benjamin, as a veteran with a proven track record of accomplishments, and a knowledgeable and respected leader, will ensure that we get the very best from the merger.”

McPetrie said, “Benjamin has consistently put people at the heart of all that he does. At every stage of his career, he has also developed new capabilities and scaled them with a spirit of entrepreneurialism, as well as established very strong, innovative partnerships with clients. As we look to the future, building our new agency in such a key strategic and unique market, I am really excited about what we will create with Benjamin leading the business.”

The EssenceMediacom merger, announced in April 2022, will blend the digital strategy, data, analytics and creative technology DNA of Essence with MediaCom’s scaled multichannel audience planning and strategic media expertise, to create advantage for clients. The ambition is a technology-driven, scaled agency with a performance mindset designed to excel at what a future-facing agency should do.

Wei said, “I am honoured to have the opportunity to realise our global vision in China with this role. Essence and MediaCom are two exceptional and complementary companies, and this merger significantly increases our competitiveness and leadership in the market. I firmly believe that EssenceMediacom, as the agency model of the future, will create even more excellent value for our people and clients.”