WPP’s global media agency MEC is launching its new specialist content division, Wavemaker, in China.
The unit, which will operate out of the agency’s specialist hub in Shanghai, will be led by MEC China chief strategy officer Charlotte Wright.
“MEC Wavemaker is a radically different content offer because we can identify precisely what consumer behaviour needs to change along the purchase journey and create content that can make that change happen,” said Wright. “Our approach is data-driven and designed to create content that delivers business results.”
MEC China chief executive Gordon Domlija commented that the new division will help clients see exactly what role content can play in their customers’ lives and how that will directly impact their brand’s performance.
“This gives them the ability to tell the difference between a nice idea and a really great one: one that will transform their brand. It gives them the confidence to invest in content knowing it’s driving their business,” he added.
“Launching with a dedicated team in Shanghai and Beijing, MEC Wavemaker China will fuse a global media powerhouse with creative talent.”
MEC Wavemaker launched in April 2016, and has since opened in Australia, Germany, India, Mexico, The Middle East, Poland, Singapore, Spain, The Netherlands, UK and US.