Digital agency Essence ( has announced the launch of its unique Facebook advertising management system Papaya™, which offers a bespoke service for brands to optimize advertising performance through the social media network.

The advertising management system, which has undergone rigorous testing in the last six months, provides the user with a customised dashboard that merges Facebook, adserver and critically deep client side data. The system offers flexibility for campaign setup and management and enables precision optimisation of activity to drive value for advertisers. Brands using Papaya™ also have access to dedicated Facebook planners within Essence, who are highly experienced in Facebook systems, analytics, testing strategy and media planning.

Essence is one of the few UK agencies that was part of Facebook’s global alpha test of its new advertising management platform. The launch of Papaya™ is the formalisation of Essence’s proposition in this area. To date, a number of Essence clients are already using the system including Google, eBay, Betfair, eHarmony and Holiday Cottages.

The system also fits perfectly into Essence’s holistic social media offering which encompasses social media design (e.g. YouTube channels, Facebook pages) and social media app development - providing a complete social media package leveraging the breadth of the agency’s capabilities.

Stephen Haines, UK Commercial Director at Facebook comments: “We're excited to be working with Essence to allow them to plug into our Facebook Ads API. Our aim is to help advertisers capitalise on the tremendous scale of the Facebook platform through far more efficient and effective campaigns. By using our API, which is based on the same system as the Facebook developer platform, advertisers and agencies can build an application to manage their ads directly, or build comprehensive tools for their campaign managers to use. This allows them to take more direct control of the creation, editing and management of their Facebook Ads to deliver the best possible value and performance.”

Joseph Leon, associate partner at Essence adds: “The launch of our system is the culmination of many months of testing to ensure it is robust and scalable. Facebook has become a channel in its own right and as such, demands a custom solution. Papaya™ provides our clients with access to both a great system as well as trained Facebook experts. Given the very tangible results so far, which are similar to Adwords, we expect almost all of our clients to be running international activity at scale very shortly, if they haven't started already”

Dated 20/05/10

About Essence:
Essence is an award winning digital agency based in London and delivering work for clients across Europe (and beyond). In May 2009, the agency was announced as the fastest growing digital agency in Europe in Media Momentum’s Top 50 ( With clients such as Google, eHarmony and eBay Essence delivers media, creative and technical solutions to some of the leaders in the digital space. Essence was announced as eConsultancy’s Most Innovative Digital Agency of 2009 (

For further information, please contact:
Matt Isaacs, Founding Partner
Tel: 0207 758 4215

Published on: 5:32PM on 20th May 2010