• by Steve McClellan  @mp_mcclellan, March 30, 2023

EssenceMediacom has created a new division called Creative Futures, combining Creative Systems, MediaCom’s former creative transformation division, and Essence Experience, the previous digital innovation division at Essence.

The new division will be led by Stef Calcraft as Global CEO. He was previously Global CEO of MediaCom’s creative transformation unit. He is also a co-founder of Mother and former UK and Ireland executive chairman of Dentsu Aegis Network.

Creative Systems was launched globally in 2021 to help clients accelerate creative and business transformation through the integration of media, creative, data and technology systems.

Essence Experience has pioneered creative digital innovation, producing contextual, AI-driven addressable products, as well as wider digital format innovations from its Futures Studio.

Nick Lawson, Global CEO of EssenceMediacom, stated, “Our creative capabilities have been transformed under Stef’s leadership … 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 realized for all our clients to help them breakthrough and drive their growth agendas.”

Added Calcraft: “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 focused on the future of creativity.”

The leadership team also includes:

• Nick Palmer, who led Global product development and creative innovation at Creative Systems, and who now assumes the role of Global Head of Creative Transformation.
• Misha Sher, a WPP leader on business and culture, becomes Global Head of Sports, Entertainment and Culture.
• Sue Unerman is named 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.
• Kate Anthony assumes the role of Global Managing Director, working closely with regional and local leadership to integrate all agency and partner capabilities.
• Sharon Foo, who joined from Citizen Good Consulting NY last year, becomes Managing Director, Creative Futures in the US.