Essence to handle media baton for Airtel

Essence, a global data and measurement-driven media agency and part of GroupM, announced that it will take on integrated media duties for Airtel, effective January 1, 2019. As part of the mandate, the agency will manage both offline and digital media strategy, planning and buying.

The Airtel business will be led by Yoginder Jain, Vice-President, Client Servicing, India, at Essence, supported by key practice leads across communications strategy, data strategy, client analytics, integrated media planning and media activation. The move will leverage the agency's data, digital and integrated media capabilities as well as full-service offering to deliver the next level of evolution for Airtel's media strategy.

Speaking on the occasion, Sam Singh, CEO, South Asia at GroupM, says, "We are happy to further consolidate our relationship with an inspiring brand like Airtel. I am confident that Essence, with its strength of data, measurement and technology at the core of its integrated media offering, will deliver creative and innovative business, marketing and communications solutions to take Airtel to the next level."

Airtel's media mandate is currently managed by Team Airtel - a bespoke client solution created by GroupM three years ago. The 30-member team will transition to Essence and continue to service the account.