WPP has announced the name of its merged MEC and Maxus network as Wavemaker a newly-formed billion-dollar media billing giant.
Discarding the holding name of ‘NewCo’, WPP said: “Making waves happens when media, content and technology come together – activating against our unrivalled purchase journey understanding for the clients we represent.”
It said that the brand Wavemaker reflected the agency’s heritage, born from WPP and GroupM.
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.”
The brand, along with its new visual identity, will go live locally as the merger completes in each chosen country, to be finalised by January 2018.
Wavemaker will have offices in 90 territories and more than 8,500 employees. Major global clients include L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount.