Wakemaker unveils media and audience planner Maximize

Wavemaker has completed a global rollout of a new AI-powered media and audience planning platform called Maximize.

The new platform is being billed as the industry’s first product to allow end-to-end planning for fragmented target audiences, and has been created as part of Wavemaker’s Provocative Planning System which fuses machine learning and human intelligence.

Maximize allows media planners to create plans that reach multiple audiences, as well as to optimise their media investments, all within one platform.

Rather than planning against audience segments, Maximize allows for planning against individuals at a granular customer level. As a result, it grants planners the power to simultaneously explore multiple audiences across many attributes and assess the best media partners to create an optimised campaign across channels and market.

The tool ingests and analyses data from global and local sources including first party client data, GroupM’s LivePanel and Wavemakers Momentum Data.

A spokesperson for Wavemaker revealed to Mumbrella that Australia is in the first wave of markets to test the platform, as part of its global roll out, with Maximise available to all Wavemaker clients at no additional cost.

Wavemaker global CEO Toby Jenner said: “Maximize addresses one of the industry’s longest standing frustrations – that all media plans look the same.

“Pre-loaded with strong data sources and packed with AI, Maximize produces media plans at incredible speed and has the brainpower to create market-beating growth plans for our clients.

“It is already delivering results, producing media plans that are on average 30% more effective for clients and in pitches, helping us reach the ranking of most successful media agency in the COMvergence new business barometer for Q1-Q3 2020.”

Wavemaker’s spokesperson also revealed that the intention is to deploy Maximize for all major clients, and that a few clients have already seen the tool in BETA mode as the business continues to roll it out over the coming weeks and months.

National strategy partner James Boardman and Sydney strategy director Grant LeQuesne joined the global team who tested and evolved the system.

Boardman said the new tool is a fantastic step forward for planning. “Scenario building at warp speed, AI powered allocations of budget across channels, individuals and journey stages, and integrating planning across the entire communications mix are all upgrades delivered by our new system.

“As customer journeys change, evolve and emerge, Maximize allows Wavemaker and our clients to stay several steps ahead, powering growth through better and more effective plans.”

Wavemaker global head of product Stephan Bruneau, who lead the project, added: “Creating media plans has become challenging due to the increased number of audience segments that need to be included in a campaign.

“Some can overlap significantly, with people belonging to multiple audience segments at risk of being ‘over exposed’ to ads and creating an unnecessary waste of money for clients. Maximize uses techniques and technology rarely used in the marketing industry and is effectively the only way to solve the audience fragmentation problem.”

Wavemaker recently won the media account of San Francisco-based food delivery service DoorDash, ahead of its expansion into Australia.


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