Technology GroupM

MEC and Maxus seek to turn the tide with Wavemaker merger


By John Glenday, Reporter

September 6, 2017 | 2 min read

MEC and Maxus are waving goodbye to their former identities as they come together to operate as single media, content and technology agency branded Wavemaker.

MEC, GroupM

MEC and Maxus seek to turn the tide with Wavemaker merger

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.

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