GroupM’s Essence, a data and measurement-driven media agency, has been awarded integrated media agency of record duties for classifieds marketplace Carousell. Led out of Essence’s Singapore office, the agency’s scope of work for Carousell includes brand and performance marketing in Singapore, the Philippines and Hong Kong. Essence’s offering covers media services such as media planning, media activation, automation and media technology, alongside its specialist capabilities such as consulting, analytics, data strategy, ecommerce, experience, strategy and advertising operations.
As part of the partnership, Essence’s first activities with Carousell include a campaign to build brand awareness among its target consumers in Hong Kong, a campaign to establish the brand’s versatility across products and service categories in Singapore and the Philippines, as well as conducting the agency’s Essence Media Health Check consulting service with Carousell’s team on its performance marketing campaigns.
Commenting on it, Cassandra Leong, Director for Brand at Carousell, said, “As one of the world’s leading classifieds platforms, we are so excited to have found such great partners in Essence, who enable us to establish meaningful ways to connect with our users at scale, no matter which part of the funnel they are at.”
Elated upon the strategic tie-up, Monica Bhatia, Senior Vice President, Client Partner, APAC and Managing Director, Singapore at Essence, said, “Carousell is an inspiring brand that believes in using technology to solve meaningful problems at scale, and always improving in crafting the most seamless user experience for people to sell what they do not need and find what they need.”
“Likewise, through Essence’s data-driven approach to media, consulting, commerce and content, enhanced by technology and a commitment to constant improvement, we are excited to help Carousell deliver the most valuable experiences for its consumers, as well as accelerate marketing transformation and business growth for the brand in this region.”
Essence’s portfolio of clients in Singapore includes Airbnb, the Financial Times, Google, NBCUniversal and Scoot. Since the 2013 entry into APAC with its Singapore office, the agency has rapidly expanded to 11 offices across seven countries in the region.
Launched in August 2012, Carousell, a Singaporean smartphone and web-based consumer to consumer and business to consumer marketplace for buying and selling new and secondhand goods. Headquartered in Singapore, it also operates in Malaysia, Indonesia, the Philippines, Cambodia, Taiwan, Hong Kong, Macau, Australia, New Zealand and Canada. The venture is backed by leading investors including Telenor Group, Rakuten Ventures, Naver, and Sequoia Capital India.
Website for reference: https://www.carousell.sg/