“Essence ... is investing heavily in programmatic as a capability,” Garza said. “I’ll be forming a team to deploy on programmatic advertising, bringing on capabilities for doing things like audience-based advertising with data-management platforms” and related projects, he said.
Garza said his first task will be to assess Essence’s current capabilities and client needs, but the long-term goal is to “improve the product of advertising over time” with programmatic solutions. For example, he said “things like data-management platforms are something we’re very interested in,” along with the agency’s clients, such as Google.
Garza will report to Richard Mooney, COO of North America for Essence.
Essence has more than 400 employees in offices in London, New York, San Francisco, Seattle and Singapore.