MEC Launches 'Wavemaker' Insight-Driven Content Unit

WPP division MEC has launched a specialist content division, MEC Wavemaker, pulling together its diverse existing services in the area into one unit. The insight- and data-driven unit will operate initially in ten markets across Europe, Asia and the Americas, and will be led by MEC's global COO Alastair Aird.

Launch markets include the Middle East and nine countries: the UK, the USA, the Netherlands, Mexico, Australia, India, Poland, Singapore and Germany, with more to follow during 2016. The division starts with 750 people globally, and promises clients simpler access to content development services including content strategy, social, partnerships and experiential, organic search and creative services expertise.

Four seasoned content specialists will lead at the regional level: Mike Jackson for Asia Pacific; Jeremy Clark for Europe, Middle East and Africa; Stanlei Bellan for Latin America; and Tim Flattery for North America. They report to Aird who comments: 'With the launch of MEC Wavemaker we have a different kind of content offer, one that can measurably improve a brand's performance. It's different because we can identify precisely what consumer behaviour needs to change along the purchase journey and create content that's specifically designed to make that change happen. For the first time, we've integrated the four essential marketing elements of Data and Insights, Content Creation, Distribution and Evaluation into one unified content approach. And it's being done at scale around the world'.

Charles Courtier, MEC's global CEO, says the new offering will give clients 'the confidence to invest in content knowing it's driving their business'.

Web site: www.mecwavemaker.com .