Why Wave­maker?

Impact - - FEATURE -

Ac­cord­ing to Alastair Aird, the ‘W’ re­lates to WPP, that the agency will need to be fully in­te­grated and act hor­i­zon­tally in­side WPP; the ‘M’ sig­ni­fies GroupM and the scale, re­source, sys­tems and tools that GroupM brings to Wave­maker as an or­ga­ni­za­tion. Wave­maker as a brand ex­isted in­side MEC, set up as a con­tent busi­ness 10 years ago.

It was re-launched with re­freshed con­tent ca­pa­bil­i­ties in 2016, ty­ing back into the agency as a busi­ness mak­ing the fu­ture for it­self and its clients. “We didn’t re­ally want to use a brand that was syn­ony­mous ei­ther with Maxus or with MEC, and came to the con­clu­sion that we had in our sta­ble al­ready a brand that was as­pi­ra­tional and we could use, so that’s why we chose Wave­maker,” Aird ex­plains.

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