According to Josh Black, CEO at GroupM Content Asia-Pacific, a changing content landscape and client needs has led MEC to bring together content strategy, social, partnerships, experiential, SEO, production, distribution and creative services under one roof.
“We’ve had the MEC Access brand working on content in the market for close to a decade. MEC Wavemaker will replace that,” Black told Campaign Asia-Pacific. “The content space has changed so fast that we’ve had to respond and design a new end-to-end solution.”
Mike Jackson, managing director at MEC Wavemaker Asia-Pacific said the division’s focus is to “link content solutions to the communication challenge of the purchase journey.”
“This is not a rebranding exercise, this is an evolution and with that we need new talent and a different set of skills and to break down siloes,” said Jackson. “We’ll still have specialist conversations but aspects of content are more interconnected and clients need a holistic approach and to work with people that can bring it together.”
Wavemaker has launched in 10 markets globally with a further 20 planned for the remainder of 2016. In Asia, it has launched in Australia, Singapore and India.
Two new hires have been made for Asia. “Kumar Sinha will lead teams in India and Andrzej Kowalski will lead the team in Australia,” Jackson added.