ABN AMRO consolidates media activities with EssenceMediacom

ABN Amro has chosen EssenceMediacom (part of GroupM) as its partner for strategy, management, procurement and data and analytics for all communication channels after a six-month process. The bank had already been a client of EssenceMediacom for much of its media strategy and procurement in recent years, but had a desire for an integrated strategy and a preferred partner who could oversee the entire scope.

‘All our media activities with one partner’

‘We see many advantages in placing all our media activities with one partner,’ says Margje Wammes, head of channels & media at ABN Amro. 'That is why we started looking for a media agency with the right expertise for this. EssenceMediacom's vision on integrated campaigning fits well with ABN Amro's ambitions and vision. This goes beyond media strategy and buying, but also about tooling and cooperation. We look forward to deepening and renewing our cooperation.'

Through its own channels

When choosing an integrated agency partner, consideration was given to the agency's vision, industry knowledge, digital expertise and integrated media strategy, buying and services. It was also asked to provide a vision on how to approach ABN Amro customers through the bank's own channels. To this question, EssenceMediacom presented a strategy in collaboration with sister agency VML, which focuses on brand experience, customer experience and commerce.

Tessa van der Starre, ceo EssenceMediacom: ‘Our team developed a strategic framework covering all communication channels to make more impact as well as improve the customer experience which is essential in this category.’