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Seeking added bandwidth across digital and mobile, WPP Group media arm GroupM is closing in on an acquisition of the independent Essence digital agency.
Reps for both GroupM and Essence declined comment late Monday afternoon after word of the pending union broke in the Wall Street Journal.
Based in London, Essence handles an estimated $700 million annually in digital media. Apart from its size, impressive for a digital media operation, the shop has been lauded in recent years for developing innovative strategies for clients.
Examples include its "Perfect Pinpoint Personalization" push for Google (which invited Web-based users of the search engine to migrate to Google's mobile app) and its high-profile YouTube stars effort (created with PHD).
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