MEC-Maxus rebrand unveiled as ‘media, content and technology’ agency Wavemaker

GroupM has revealed the name of the soon-to-be merged Maxus-MEC company will be Wavemaker.


The new entity, described until now only as ‘NewCo’, will be rebranded as a “media, content and technology” agency in a move that distances it from its traditional media planning and buying legacy. 

Taking its name from MEC’s content division, Wavemaker is intended to “reflect the agency’s heritage, born from WPP and GroupM” and will have more than $US38 billion in billings, the agency said in a statement.

Speaking to Mumbrella’s Australia office, Castree said the new branding was one crucial step forwards as GroupM sought to remove itself from the constraints of commoditisation. He also said that the merger was being pushed at an “epic” pace.

“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 PLATFORM, GroupM’s proprietary global audience technology,” he said.

He added that the new position was a “compelling manifestation” of the new direction of the merged agencies and GroupM.

“The starting point for the merger is really a GroupM portfolio consolidation and that starts with the fact that we have all experienced, and you have probably written about, the real forces of commoditisation in the media industry,” he said.

“Foundational media planning and buying is already a commodity and has been getting squeezed pretty hard over the last few years with the rise of procurement.”

The brand, along with a new visual identity, will go live locally as the merger completes in each country, and will be finalised by January 2018.

In total, Wavemaker will have offices in 90 countries and more 8,500 employees servicing clients such as L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount.

The global restructure has led to the loss of the Asia-Pacific CEO role, with both Maxus and MECs’ leaders transitioning into new positions.

MEC APAC’s head, Peter Vogel, will return to his native Australia to head up Wavemaker there, while Maxus’ Ajit Varghese will move from Singapore to London to head the global market development team at the agency. All Wavemaker market heads will now report directly to Castree.



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