Wavemaker promotes national head to chief officer content and partnerships

GroupM agency Wavemaker has promoted Shivani Maharaj to chief content and partnership officer, from national head of content and partnerships, reporting to chief executive officer Peter Vogel.

As part of Wavemaker’s content offering, Maharaj will be tasked with ensuring the ongoing and continued growth of the content and partnerships product, which has according to the agency “thrived during COVID” with more of Wavemaker’s clients seeking media solutions that go beyond traditional advertising.

She will also be tasked with driving addressable content opportunities across the agency and for clients, building out the agency’s capabilities, and embedding addressable content opportunities into the planning process.

The Wavemaker content and partnerships division has worked closely with new economy clients Airbnb, DoorDash, and Netflix, and L’Oréal.

Maharaj has worked for GroupM for 15 years and joined Wavemaker 5 years ago, after spending 8 years at MediaCom.

She has worked for brands including Canon, Jeep, KFC, Volkswagen, and contributes to the industry having been part of MFA5+ and nGen. She is also a founding member of The Australian Influencer Marketing Council, which is tasked with driving best practices and supporting brands, agencies, and influencer/creators.

Vogel said of the appointment: “Our clients recognise the increasing growth opportunities in partnerships, addressability and addressable content. It’s important that we have leading strategic creative expertise and delivery capabilities in these rapidly expanding areas. Shiv’s is an energetic and experienced leader who has driven the Content and Partnerships agenda, redefining how a media agency can deliver creative engagement experiences for brands. We are excited to recognise her achievements and are looking to her developing our offering – championing the opportunities for growth that it offers to clients.”

Shivani added: “I’m looking forward to working with Peter Vogel, James Hier and the team to establish Wavemaker as a world-class provider of content, partnerships, addressability and addressable content solutions, and to bring something wholly transformative to the way our clients address their customers.”

GroupM is part of WPP.


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