A New Rallying Cry Set the Perfect Tone for US Media Agency of the Year Wavemaker in 2020

Adaptability, varied offerings and 'positive provocation' resonated with clients old and new

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There are a lot of words that can be used to describe 2020. For Nancy Tortorella, Wavemaker’s U.S. chief client officer, one, in particular, comes to mind: “whiplash.”

“We went from clients wanting to very quickly pull back on dollars to wanting to reinvest and then wanting to be smart about understanding trends, media consumption and consumer behavior,” Tortorella says. 

The frenzy came just as Wavemaker unveiled a new visual identity and “Positive provocation” rebrand. The rollout was March 12, just days before New York, home of the agency’s U.S.



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This story first appeared in the Feb. 15, 2021, issue of Adweek magazine. Click here to subscribe.