Essence suddenly drew the spotlight earlier this summer when WPP's GroupM said it would invest more heavily in the digital agency, which it bought in 2015, partly through merging two other agencies with bigger names.
Now, Essence is gaining two major clients from elsewhere in GroupM, Target and NBC Universal, which will more than double its media billings to nearly $3 billion.
GroupM, the largest media buyer in the world, is tasking Essence, historically a purely digital agency known for handling Google's digital media, with figuring out how to better measure traditional media using data and insights. That's a challenge that many in the industry are racing to tackle. The agency intends work with its clients to build new capabilities in these areas, then help spread that knowledge to other GroupM agencies.
Read full story at AdAge.