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Deutsche Bank has named Essence as its lead media agency for next year following a tender process as it consolidated its media needs into the WPP business.
The GroupM agency will take on media duties for the German financial institution from Jan. 1 2022 working across its portfolio of brands and product both nationally and internationally.
The appointment follows a review conducted during the early summer where Deutsche Bank sought “innovative, data-driven marketing strategies” from applicants. These were then submitted to an interbank committee as well as the bank’s procurement department and consultancy IMEDIAG.
Transitioning agencies and strategies
Describing the agency as an “ideal partner” that used data to focus on the customer’s perspective, Tim Alexander, the chief marketing officer and chief experience officer of Deutsche Bank commented: “This will also be particularly helpful to us in further anchoring our two-brand strategy with Deutsche Bank and Postbank in the market in Germany.”
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