The new billion-dollar revenue, media, content and technology agency to be created from the merger of MEC and Maxus will be named WAVEMAKER, WPP have announced overnight.
WPP said the name stems from the waves that happen when media, content and technology come together – activating against our unrivalled purchase journey understanding for the clients we represent.
The brand mark WAVEMAKER reflects the agency’s heritage, born from WPP and GroupM.
Tim Castree, global CEO of MEC and Wavemaker, said: “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.”
Kelly Clark, global CEO of GroupM, added: “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’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount.
