WPP’s mighty MediaCom – now merged, roughly, with Essence to type EssenceMediacom – is going through two massive evaluations. Tesco is reportedly all the way down to the final two in its evaluation – MediaCom (though not EssenceMediacom for battle causes) and Publicis’ Zenith.
Now Direct Line (above) is reviewing its £100m plus media account with EssenceMediacom (sure, that is getting difficult) up towards Dentsu’s Carat, Publicis’ Spark Foundry and Omnicom Media Group.
MediaCom (as was) had about 40% of the UK media company market earlier than it was lumped along with the a lot smaller Essence (previously Maxus within the UK); presumably to underline Essence’s digital media ‘smarts.’ However, as above, there was a battle subject with some purchasers, together with Tesco (which doesn’t take kindly to such issues.)
The US is EssenceMediacom’s greatest market, the place there appear to be fewer points, however, even so, one has to query the choice to merge the 2, slightly totally different businesses. Particularly as Essence appears to be within the lead (Mediacom has now been diminished to second place and decrease case.)
Massive purchasers reviewing massive spends doesn’t all the time point out dissatisfaction with the present company after all. However it will likely be uncomfortable for MediaCom – or EssenceMediacom – to search out itself on the again foot.
