Wavemaker rebrands with new logo and ‘positive provocation’ positioning

Group M media agency Wavemaker has unveiled what it calls ‘The New Wavemaker’, involving an “evolved proposition, product and attitude”.

The rebrand sees the WPP media agency adopt a new logo, and a positioning of ‘Positive Provocation’.

The new Wavemaker logo (top) compared to the old

“Growth models of the past will not serve the future. Established approaches and traditional thinking are being exploded in every sector, in every market,” global CEO Toby Jenner said.

“Exceptional growth now requires uncomfortable change. This change demands courage, from our clients and from our people. Wavemaker understands this, we must live our name which reflects a provocative, even fearless attitude.”

Since stepping into the role in September last year, Jenner has made a number of international executive appointments. Locally, Mumbrella revealed last month that Mondelez has shifted its $40m account to Wavemaker from Group M sister agency Mindshare. Lingerie brand Triumph, Australia Post, Huawei, EB Games, IG Markets and Stratton Finance have also appointed Wavemaker to their media accounts over the past 12 months.

Local CEO Peter Vogel said that the agency’s two-year anniversary, following the merge of MEC and Maxus, was the right time for the rebrand, taking to LinkedIn to call it a “new chapter”.

‘The New Wavemaker’ also has a new global operating system and modular planning process.


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