WPP Moves Deeper Into Content with New MEC Agency Wavemaker

By Erik Oster 

WPP media agency MEC announced the launch of MEC Wavemaker, “a global specialist content offer that uses consumer insights to plan, create and evolve brand content strategies.”

MEC Wavemaker will be led by managing partner, senior practice lead Tim Flattery (pictured), who will report to MEC president, digital Shenan Reed. It launches across ten markets (U.S., U.K., Netherlands, Mexico, Australia, India, Poland, Middle East, Singapore and Germany) with a team of around 750 globally and will roll out to more markets throughout the year. The U.S. team includes a team of 50, supported by Chet Fenster, head of content and Noah Mallin, head of social.

Flattery arrived at MEC Australia as chief innovation officer in August of 2013, serving as director and creative lead of its content marketing practice. Prior to that he served as vice president of development at  Los Angeles based digital content and TV studio Grainey Pictures for a year and a half, working with clients including A&E, Google Labs, Old Navy, Renegade 83 and Conde Nast. That followed stints as branded content director at Aegis Group and Carat, during which time he worked with clients such as KFC, Pizza Hut, Nintendo and Tourism Australia. 


“Clients are in constant search of new platforms, partners and opportunities that engage and excite audiences at scale,” said Reed. “Every piece of communication that a brand creates is a potential asset that will drive consumer behavior. MEC Wavemaker is a radically new way to look at content, social design and experiential marketing, how it’s created and where it will deliver the most value for our clients.”

“This announcement marks the first time these capabilities have been integrated in one place,” added MEC North America CEO Marla Kaplowitz. “With the appointment of Tim as lead in North America, we bring together a diverse and creative blend of talent and skills to deliver content solutions designed specifically to move brands forward.”