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WPP moved into the next stage of its global media reorganization today, announcing that the global media network resulting from the merger of its MEC and Maxus agencies will be known as Wavemaker.
The news follows The Wall Street Journal’s June report on the pending merger and the August announcement that WPP had hired Amanda Richman away from Starcom to serve as the new entity’s U.S. CEO.
“Our purpose is to provide advertisers with the power to transform and grow their business through our Purchase Journey obsession; and importantly, to do this through the integration of Purchase Journey insights and data with [m]PLATFORM, GroupM’s proprietary global audience technology,” read a statement from Tim Castree, who serves as global CEO of both MEC and Wavemaker.
While the press release states that the name Wavemaker combines the W in WPP and the M in GroupM, it also promises that the new operation will be “making...
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