MEC & Maxus Merged Entity Named Wavemaker

The merger of MEC and Maxus that has put media, content and technology under the same roof has been finally christened as Wavemaker. According to agency officials, the brand mark Wavemaker reflects the agency’s “heritage, born from WPP and GroupM”.

Tim Castree, Global CEO, MEC & 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.”

“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,” added Kelly Clark, Global CEO, GroupM.

The brand, along with a new visual identity, will go live as the merger completes in each country. This is expected to be finalized by January 2018. While Wavemaker will have offices in 90 countries, the manifestation of the merger in the Middle East & North Africa (MENA) region is still to take shape.

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