MEC launches new global content division, Wavemaker

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Wavemaker: Matt Davies (left) and Ben McKay become new content division's joint MDs in the UK.
Wavemaker: Matt Davies (left) and Ben McKay become new content division's joint MDs in the UK.

Led by Tim Flattery in North America, the new unit will ease the "complicated process" of delivering quality content for clients.

MEC has launched a global specialist division to simplify the "complicated process" of delivering content for clients.

The new content offering is called MEC Wavemaker and will consolidate five disciplines within the WPP media network: content strategy, social, partnerships and experiences, SEO and creative service.

MEC said it is trying to simplify what can become a "complicated process for clients" and that the reorganization would deliver greater effectiveness through continuous measurement and optimization.

The new unit is meant to provide clients with a single solution that is agile and accountable. 

MEC Wavemaker will create content based on insights from MEC Momentum, the agency’s purchase-journey planning approach, which looks at a brand’s purchase journey and indentifies where content can deliver business impact. 

The division will launch globally in ten markets: the UK, the US, the Netherlands, Mexico, Australia, India, Poland, the Middle East, Singapore and Germany.

In North America, MEC Wavemaker will be run by Tim Flattery, previously the chief innovation officer of MEC Australia, in the role of managing partner, senior practice lead. Flattery will report to Shenan Reed, MEC president of digital for North America.

In the UK, MEC Wavemaker will be led by Ben McKay, MEC’s managing director of organic performance in the UK, and Matt Davies, the UK managing director of content. Both will become joint UK managing directors of MEC Wavemaker.

Three divisions will be brought together in the UK into a team of more than 100 people: MEC Content; Access; and Organic Performance. 

"Clients understand the increasing importance of developing purposeful content strategies," said Jason Dormieux, UK chief executive at MEC. "Bringing together the various elements of our business that are involved with content will enable us to accelerate our work for clients in this vital area and enable us to continue to deliver effective communication strategies for them."

According to Reed, "Clients are in constant search of new platforms, partners and opportunities that engage and excite audiences at scale. 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," she added.

MEC said the new division would have 750 staff globally and plans to roll it out in other markets later this year.

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