GroupM: MEC and Maxus merger gives birth to firm called Wavemaker

GroupM announces that the new agency to be created from the merger of MEC and Maxus will be named 'Wavemaker'.

"The brand mark 'Wavemaker' reflects the agency’s heritage, born from WPP and GroupM," claims the media statement shared by the network.

Tim Castree, global CEO of MEC and Wavemaker, says in a press release, "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 CEO 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."

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. Wavemaker will have offices in 90 countries and over 8,500 employees. Major global clients include L’Oreal, Vodafone, Marriott, Colgate-Palmolive and Paramount.