Essence wins integrated media duties for UpGrad

Essence, a global data and measurement-driven media agency a part of GroupM, today announced that it has won integrated media agency of record duties for online higher education platform UpGrad in India following a pitch. The agency’s scope of work spans both offline and digital media.

UpGrad provides rigorous industry-relevant online courses and education programmes in the areas of data sciences, marketing and management, product management, entrepreneurship and technology.

Led out of Essence’s office in Mumbai, the account will be supported by key practice leads across communications strategy, data strategy, client analytics, experience, media planning, media activation and advertising operations.

Mayank Kumar, Co-Founder and Managing Director at UpGrad, said, “The advent of new age technologies like data science and artificial intelligence has made it pertinent for the IT professionals of today to upskill themselves. To reach a wider audience with our brand message, we have Essence on board with us. Being a technology-focused company itself, Essence understands our language of business.”

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Anand Chakravarthy, Managing Director, India at Essence, said, “The online education sector is expected to witness exponential growth in the coming years. We look forward to delivering our full-service media offering focused on data, measurement and technology, and help UpGrad become even more successful on this exciting journey.”