EssenceMediacom names Urania Agas as Canada CEO

EssenceMediacom, GroupM’s newest media agency that combines Essence and Mediacom, has appointed Urania Agas as Canadian CEO. Agas elevates into this role from her existing remit as CEO of Mediacom Canada and will lead the merged agencies to ensure clients benefit from the new media network as it prepares for launch.

Having been a part of MediaCom for over a decade, Urania has become a strong and trusted industry voice, using her unique skillset of operational strategy and resource planning experience to acquire and deliver on client excellence. In her new role, she will continue to own the agency’s strategic planning, ensuring growth and operational excellence, while being tasked with seamlessly merging the two existing agencies into a new, unique offering.

“Urania has played an integral role in building Mediacom into one of the largest media agencies in Canada,” said Kevin Johnson, CEO of GroupM Canada. “Her extensive history with our organization and thorough understanding of the challenges that clients face today make her the perfect leader to empower EssenceMediacom’s transformation and growth. I am thrilled to see Urania’s vision come to life as she moves into this role and leads our newest agency brand.”

The EssenceMediacom merger, announced in April 2022, will blend the digital strategy, data, analytics, and creative technology DNA of Essence with Mediacom’s scaled multichannel, audience planning and strategic media expertise, to create advantage for their clients. The ambition is a tech-driven, scaled agency with a performance mindset designed to excel at what a future-facing agency should do.

“I am honoured to be at the helm of this exciting moment for both storied agencies – a moment which will undoubtedly bring together the best of both organizations for our clients,” said Agas. “We have realized phenomenal growth throughout my time with MediaCom and, in that time, Essence has quickly flourished into one of the most recognizable names in digital media. Therefore, I truly believe that melding our offering and working together will help us shape the next era of media, where advertising works better – and performs harder – for all our clients.”

Carolyn Froude, who has spent the last five years as VP, Client Partner at Essence managing NBCUniversal and more recently, Bell Media, now moves onto Urania’s leadership team.

About EssenceMediacom: Essence and MediaCom are joining forces to launch an innovative and new global agency designed to help clients grow in a rapidly evolving media landscape. EssenceMediacom will infuse the digital strategy, data-driven creative, analytics, and technology capabilities of Essence with MediaCom’s world-class scaled multichannel, audience planning and strategic media expertise.