MEC + Maxus = Wavemaker

07 Sep,2017


By A Correspondent


The announcement has been name. The new billion-dollar revenue, media, content and technology agency to be created from the merger of MEC and Maxus will be named Wavemaker. The brand mark Wavemaker reflects the agency’s heritage, born from WPP and GroupM.


Said Tim Castree, Global CEO of MEC and Wavemaker: “Our purpose is to provide advertisers with the power to transform and grow their business through our Purchase Journey obsession; and importantly to do this through the integration of Purchase Journey insights and data with [m]PLATFORM, GroupM’s proprietary global audience technology.  Our Wavemaker brand and positioning is a compelling manifestation of that purpose.”


Added Kelly Clark, Global CEO of GroupM: “Wavemaker is an exciting new global agency brand with a powerful proposition for clients. Tim and his team have the full support of GroupM’s scale, resources and expertise.”


The brand, along with a new visual identity, will go live locally as the merger completes in each country, to be finalised by January 2018. Wavemaker will have offices in 90 countries and over 8,500 employees. Major global clients include L’Oreal, Vodafone, Marriott, Colgate-Palmolive and Paramount.


While senior appointments have been announced – including that of Kartik Sharma who will helm Wavemaker in India, the reorganisation of the rest of the teams has still not been announced.


Globally, it is said that there will be redundancies, though the status in India is still not known.


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