The merger will create a billion-dollar player at a stroke, employing 8,500 people rippling out across 139 offices in 90 different nations with which to shake up the current market.
Derived from the W and M drawn from both agencies respective WPP and GroupM heritage respectively the combined business boasts a client list that includes the likes of L’Oreal, Colgate-Palmolive and Paramount.
Tim Castree, global chief executive 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 chief executive 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.”
To mark the new venture a new visual identity has been unveiled to unify the business, with the new logo being rolled out across successive local markets through to January 2018.