MEC and Maxus officially merge under Wavemaker branding across five Asia Pacific markets

MEC and Maxus unite under Wavemaker brand

MEC and Maxus has officially marked its merger by unveiling the Wavemaker branding in Singapore, China, Indonesia, Vietnam and Philippines.

Globally, the Wavemaker brand was unveiled in September but the Asia Pacific part of the business has slowly rolled out the name, starting with Australia and India and adding five more this week.

Each office will be led by different management. Singapore’s 60-strong office will be led by managing director Desh Balakrishnan (former managing director, Maxus Singapore), while Wavemaker China will open with 800 people across four offices in Beijing, Shanghai, Guangzhou and Nanjing, led by CEO Gordon Domlija. Wavemaker Indonesia’s 140 staff will be led by Ajay Gupte, managing director of Wavemaker Indonesia, Wavemaker Vietnam’s team of 85 will be led by managing director Arup Bansal and in the Philippines, the 150 staff will be led by CEO Malu Vasallo.

Ahead of the launch, Wavemaker China CEO Gordon Domlija, said: “Today we have a new name, but our principles, approach and behaviour remain consistent. At the heart of our proposition is our determination to constantly challenge our clients, our industry and ourselves, and this has seen us grow rapidly through the business success of our clients over the last two years. Wavemaker’s market leading Purchase Journey insights, alongside GroupM’s proprietary audience technology, [m]PLATFORM, will ensure we continue to deliver unique data-driven media, content and technology solutions that help grow our client's’ business.”

Wavemaker is just one of many recent consolidation efforts from its parent company WPP. As well as MEC and Maxus, it has truncated its many media brands by moving Ogilvy’s media unit NEO@Ogilvy into GroupM’s Mindshare. Mediacom and Mindshare both remain as brands, as well as Essence, one of the most recent additions. WPP has also made moves in consolidating the branding agencies within its roster, putting Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT under one agency.

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