Wavemaker, the GroupM business unit created from the merger of MEC and Maxus, moved a step closer to realisation today with the WPP-owned agency formally opening for business in Australia.
While the merged agency won’t be fully operational until the beginning of January when CEO Peter Vogel returns to Australia, its 343 Australian staff are now working under the new name, with the company trading under Wavemaker from today.
The announcement of the merger of Maxus and MEC came as surprise last June when parent company WPP decided to reduce its major media agency brands from four to three.
While MEC and Maxus have consolidated under the Wavemaker brand, Mediacom and Mindshare remain as stand alone companies in the WPP stable.
Read full story at Mumbrella.