WPP’s Wavemaker brand formally launches in Australia

Wavemaker, the GroupM business unit created from the merger of MEC and Maxus, moved a step closer to realisation today with the WPP-owned agency formally opening for business in Australia.  

While the merged agency won’t be fully operational until the beginning of January when CEO Peter Vogel returns to Australia, its 343 Australian staff are now working under the new name, with the company trading under Wavemaker from today.

“Our people are energised”: Wavemaker’s Australia and New Zealand CEO, Peter Vogel

The announcement of the merger of Maxus and MEC came as surprise last June when parent company WPP decided to reduce its major media agency brands from four to three.

While MEC and Maxus have consolidated under the Wavemaker brand, Mediacom and Mindshare remain as stand alone companies in the WPP stable.

The merged agency will service a portfolio of clients including Nestlé, South Australian Government, Vodafone and Hungry Jack’s. 

“We’re excited to be bringing the powerful proposition of Wavemaker to our Australian clients with the delivery of world-class product across media, technology and content,” said Vogel in a statement.

“Our people are energised and ready to empower our clients to transform and grow their business through the strength of our extensive purchase journey insights and data, in combination with [m]PLATFORM, GroupM’s proprietary global audience technology,” concluded Vogel.


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