MEC has launched a new global content offering, MEC Wavemaker, designed to simplify the process of delivering content for clients.
The new offering creates content based on insights from its purchase journey planning approach, Momentum.
Wavemaker will consolidate five disciplines within the WPP media network – content strategy, social, partnerships and experiences, SEO and creative service.
In North America, MEC Wavemaker will be run by former MEC Australia chief innovation officer Tim Flattery who will now take on the role of managing partner, senior practice lead.
Locally, Andrzej Kowalski will take on the lead role of Wavemaker. He previously worked at MEC as creative production director along with roles at GroupM Connect, Visual Jazz Isobar and The White Agency.
Kowalski says the new division will help clients have the confidence to invest in content.
"It’s important to note that MEC Wavemaker is not an agency. It’s our specialist content offer. It’s not a separate organisation from the rest of MEC," he says.
"Clients know that great content could make a massive difference to their business but it’s hard to know exactly what type of content is right for them and who they should turn to for guidance.
"We can help them see exactly what role content can play in their customers’ lives and how that will directly affect their brand’s performance."
The new division launches today in Australia, along with the UK, US, Netherlands, Mexico, India, Poland, the Middle East, Singapore and Germany.
MEC says the division will have 750 staff globally and the unit will roll out in 20 other markets throughout the remainder of 2016.
MEC Australia CEO James Hier says what sets MEC's offering apart is the scale of data and insight. He revealed that the ability to hardwire content into the purchase journey and deliver it through distribution "is new".
"No-one else has the quality or scale of data and insight to identify so accurately what behaviour a brand needs to change," he says.
"No one else focuses their creativity so precisely on specific commercial opportunities. No one else has the distribution resources to maximise value and impact and the tools to continually optimise performance.”
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