At the start of 2023, EssenceMediacom was launched as GroupM's newest and largest agency. Central to delivering innovative and breakthrough solutions for this inspired new agency is its talent, says EssenceMediacom. 

According to the agency, Brian Muguto's appointment as chief strategy and product innovation officer and Michelle Fourie as managing partner of client growth speaks to the agency's dedication to providing innovation, value and growth for its clients.

The agency says that people have always been at the heart of what MediaCom was about prior to the rebranding, and this principle still rings true today for EssenceMediacom. With access to a rare pool of specialists who have the natural ability to disrupt old models across creative, data and technology, clients receive truly integrated media solutions.

This is achieved by the critical thinking of the agency's people, which balances a deep-rooted understanding of the unique continent that is Africa with a global, forward-looking mindset, adds EssenceMediacom. 

Brian Muguto

According to Muguto, effective communication mirrors the cultural currency of its times. For brands to remain not only relevant but attract and retain attention in this digital era requires a new way of thinking.  

"Seen as a new communications economy, these evolving cultural dynamics call for a new breed of agency. One that isn't afraid to broaden strategic horizons beyond traditional media. It is only with the ability to harness this creator economy, alongside media, that brands can build relevance in conversations that ultimately lead to business growth," Muguto says. 

Muguto, who has led the strategy discipline at EssenceMediacom for the past five years, has also been double-hatting as the regional end-to-end strategy director for the Coca-Cola Africa Operating Unit.

According to EssenceMediacom, this dual role has provided him with a unique perspective on how to build brand experiences that cut across platforms and culture, while being scalable across multiple markets.

EssenceMediacom says that in his newly created role as chief strategy and product innovation officer, Muguto will tap into this experience to craft the vision for how the agency's strategic capabilities will unlock new sources of competitive advantage for clients.

Through his leadership of analytics and insights, data and tech, strategy and communication planning (alongside creative futures) — EssenceMediacom's digital innovation and creative transformation division — Muguto will catalyse the collaboration and innovation that will help clients navigate new growth frontiers by connecting with their audiences through previously untapped opportunities.

Muguto adds, "What excites me the most about this role is the opportunity to accelerate our new breakthrough planning proposition, which enables clients to leverage the explosion of opportunities the new communications economy has created, within and beyond advertising."

Muguto adds that despite the challenging economy, an agile, incubator mindset focussed on finding new ways for clients can still foster and drive brand relevance.

"Placing analytics and insights at the heart of everything we do will enable us to further unlock growth, both today and far into the future. This will be realised by combining the benefits of scale that our clients have traditionally gained from our integrated media capabilities with our high-performance creative and frictionless commerce capabilities," adds Muguto. 

Michelle Fourie

According to EssenceMediacom, Fourie has amassed 18 years of media agency experience, working with multiple local and global brands across the full spectrum of capabilities — from campaign inception to final execution, steering creative, digital and PR teams towards award-winning work.

In her new role as managing partner of client growth, Fourie is tasked with calling on her unique skillset and experience from past successes to strengthen the relationship with EssenceMediacom's full portfolio of clients, says the agency. 

Through innovation and creativity, Fourie will establish the platform for EssenceMediacom's breakthrough proposition to come to life. This will be achieved by leveraging a future-facing operating model to organise and mobilise a diverse community of experts with new-age capabilities to collaborate in delivering game-changing client transformation and business growth, says the agency. 

The agency adds that all of Fourie's efforts will be strategically aligned towards providing EssenceMediacom's clients in South Africa with a differentiated source of competitive advantage, ensuring a consistently high standard of client satisfaction while contributing to organic revenue growth.

According to EssenceMediacom, this will be achieved through leadership that both navigates and ideates via a consultative process, providing the most relevant and custom solutions for clients' business challenges. These solutions will be built around EssenceMediacom's suite of best-in-class products and services.

When asked what excites her about the new role, Fourie says, "The agency has seen accelerated growth over the past few years, and I believe this reflects our passion to pioneer this new communications economy. Simultaneously, the immense value we have provided to clients have not only solidified existing relationships and partnership but welcomed new brands into the EssenceMediacom portfolio."

Fourie concludes, "All of these dynamics inspire me to elevate this journey of providing client and business growth, and I am truly honoured to be part of such a dynamic and humble leadership team at EssenceMediacom."

For more information, visit www.essencemediacom.com. You can also follow EssenceMediacom on Facebook, X or on Instagram.