Wavemaker is the new name for the entity that has been formed from the merger of WPP agencies MEC and Maxus.
Earlier this year, WPP announced that it was merging the two global media GroupM agency businesses but had yet to pick a name for it.
“Wavemaker is an exciting new global agency brand with a powerful proposition for clients. In the Irish market, Wavemaker will provide a new and very different approach that is both compelling and challenging to existing brands. With its fresh take on how a 21st century communications agency should be structured, Wavemaker will be a welcome addition to the GroupM family,” says Bill Kinlay, CEO of GroupM Ireland.
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,” adds Tim Castree, global CEO of Wavemaker.
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. Once complete, Wavemaker will have offices in 90 countries and over 8,500 employees. Major global clients include L’Oreal, Vodafone, Marriott, Colgate-Palmolive and Paramount. Combined the new entity will have billings in excess of $38bn.
