EssenceMediacom X brand is axed and CEO departs in UK shake-up

GroupM has announced that EssenceMediacom X, formed due to client conflict during the 2022 merger of MediaCom and Essence, will be transitioning to become part of EssenceMediacom.

The group stated that the planned transition, starting today, is to be made 'as part of a broader strategy to align with the global EssenceMediacom operating structure and simplify operations across Group M agencies'.

Clare Chapman, who rejoined WPP as chief executive of EssenceMediacom X in September last year, will be leaving the business on 6 September.

The move is part of a wider shake-up at GroupM, under which Natalie Cummins will take on the role of CEO of EssenceMediacom and Kate Rowlinson will step up to become UK CEO of GroupM.

When asked by Campaign about Chapman's next move, GroupM declined to comment.

Chapman said: “I’m so grateful to my EssenceMediacom X colleagues and our clients for the warm welcome back to the agency. I’ve really enjoyed being part of this team again and wish everyone all success for the future.”

Existing only in the UK, EssenceMediacom X was officially formed in January 2023 when Group M unveiled its new EssenceMediacom branding.

It handled accounts – including Sainsbury’s and BT – previously held by Essence, acquired by Group M in 2015, which had to be separated from the wider EssenceMediacom agency in the UK, due to conflicts with Tesco and Sky, brought over by MediaCom.

In June this year, EssenceMediacom X lost its share of the Sainsbury’s media account through a consolidation of the account with Omnicom agency PHD.

Last month, Campaign reported that Sky would be leaving EssenceMediacom for rival Publicis agency Zenith.

With the loss of Sainsbury’s and Sky, GroupM no longer has as much conflict to manage within the EssenceMediacom family.

Speaking in March, at an event celebrating a year since the merger of the two agencies, Rowlinson denied that EssenceMediacom X would eventually become part of EssenceMediacom.

When questioned about it by a client, she said: “No. There are no plans to end up as one, because we've got to manage some amazingly large and wonderful clients in competing categories.”

Speaking on Chapman’s departure and the overall restructure, EssenceMediacom global CEO Nick Lawson said: “We’re proud of the outstanding work we have done and continue to do and I’m excited to see the next step in our evolution become a reality. 

“I also want to thank Clare for her contribution to our network over the years, particularly since she returned to EssenceMediacom X.”

Chapman first joined GroupM as EMEA executive vice-president, head of media at Essence when the agency was acquired by WPP. 

In 2021, she was appointed as chief executive at Dentsu’s Carat before leaving to return to GroupM within EssenceMediacom X at the end of 2023.  

During Chapman’s time at EssenceMediacom X, the agency became one of the big winners at the 2024 Campaign Tech Awards, taking home the gold in three categories including Best Integrated Campaign for its work with EE.

At Carat she helped spearhead the retention of Vodafone and a slate of new-business wins including Direct Line, Molson Coors and Virgin Red.