GroupM data and measurement media agency, Essence, has been appointed as the integrated media agency of record for social leisure activity platform Frientrip (Frip) in South Korea. Led out of Essence’s Seoul office, the agency’s mandate includes media planning and activation for Frip’s brand and performance marketing campaigns.
Founded in 2013 in South Korea, Frip is a social leisure activity platform that connects people with similar interests to a variety of recreational activities, ranging from one-day classes to outdoor, sports, arts and hobby programs.
“We decided to appoint Essence as our integrated media agency of record to help drive massive growth for the Frip brand in the leisure industry in South Korea. Likewise, Essence has grown rapidly over the past few years and we are impressed by the team’s deep understanding of our service offering to consumers. We are looking forward to leveraging Essence’s marketing expertise, creativity and experience with brands like Google to achieve success for Frip’s campaigns in the market,” said Sooyul Im, CEO, Frip.
“Frip is an inspiring technology-driven company that has transformed the leisure and travel experience in South Korea. As an integrated, full-service media agency with a digital heritage and analytics DNA, we are committed to delivering valuable experiences for Frip and its consumers with our pioneering use of data and technology. We are excited to have this opportunity to partner with the Frip team and help drive business growth for the brand,” said Jay Lee, Managing Director, Korea, Essence.
This development represents the increasing demand by new-economy technology companies for transformational, data-driven approaches to media, as well as marketing that creates value for both brands and consumers.
In South Korea, Essence’s current client roster includes Coty, Google, and Toytron.