EssenceMediacom launches Creative Futures

EssenceMediacom today announces the launch of Creative Futures, bringing together Creative Systems, MediaCom’s former creative transformation division, and Essence Experience, the previous digital innovation division from Essence.

The newly-combined division will help clients navigate and leverage the explosion in opportunities in the burgeoning new communications economy, both within and beyond advertising.

Creative Systems was launched globally in 2021 to help clients accelerate their creative and business transformation ambitions through the integration of media, creative, data and technology. The team was instrumental in helping MediaCom US (now EssenceMediacom US) be named in the WARC Media 100 ranking as the world’s most awarded agency in 2021 and 2022.

Essence Experience has pioneered creative digital innovation, producing contextual, AI-driven addressable products, as well as wider digital format innovations from its ‘Futures Studio’, combined with industry leading content and innovation capabilities.

Creative Futures will be led by Global CEO Stef Calcraft and a global leadership team that brings together diverse, industry-leading expertise and experience:

• Nick Palmer, who led Global product development and creative innovation at Creative Systems, assumes the role of Global Head of Creative Transformation.

• Misha Sher, one of WPP’s most respected leaders on business and culture, becomes Global Head of Sports, Entertainment and Culture.

• Sue Unerman takes on the role of Global Head of Relevance, driving strategic innovation across both Creative Futures and EssenceMediacom.

• Benjamin Vendramin, Global Chief Creative and Content Officer, continues his creative leadership of Creative Futures globally as well as across the US.

• Anush Prabhu, EssenceMediacom US CSO, is elevated to Global CSO, Creative Futures, with a brief to spearhead breakthrough thinking across our client base.

• Sharon Foo, who joined from Citizen Good Consulting NY last year, becomes Managing Director, Creative Futures in the US.

Nick Lawson, Global CEO of EssenceMediacom, said:

“Our creative capabilities have been transformed under Stef’s leadership and our brilliant teams around the world. Creative Futures opens a hugely exciting new chapter in how we bring the best talent and expertise together across EssenceMediacom. It will unlock the extraordinary media and creative opportunities that can now be realised for all our clients to help them breakthrough and drive their growth agendas.”

Stef Calcraft, Global CEO of Creative Futures at EssenceMediacom, said:

“We are seeing our focus on integration and Creative Transformation driving breakthrough work and results for our clients, both within and beyond advertising. Our growth model brings together the most diverse, creative and innovative teams around the world and integrates them seamlessly into our client teams, media, platform and WPP partners. Creative Futures is single-mindedly focussed on the future of creativity and the breakthrough results this delivers for our people, clients, and partners.