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MEC launches global content unit

MEC has revealed a new global content offering called MEC Wavemaker, bringing existing teams from content strategy, social, SEO and creative services under one roof.

The new unit launches initially in 10 markets with a further 20 planned for the remainder of 2016.

Mike Jackson, managing director of MEC Access in Asia, will hold the title of Asia Pacific MD for MEC Wavemaker. Jackson told Marketing that in launch markets, MEC Wavemaker will replace MEC Access from today.

“MEC Wavemaker is our new content offer and existing Access teams will now be part of this new unit,” he said.

Additional teams and skills covering production, creative services, SEO and social will all be under a unified content planning approach. He added that integrating these various skill sets in one place at scale, while leveraging insights and data would be unique to the market.

Wavemaker launches with more than 50 staff in Singapore, Australia and India, with more Asia markets planned for 2016, but has aggressive expansion plans.

“Our intention is to launch in a further 20 markets in 2016 and all markets by 2017. We wanted to get our top 10 markets right first and ensure we have the right skillets, talent, tools and structure in place in every market before we launch – so a lot more news will follow.”

Josh Black, CEO Content at GroupM Asia Pacific, added bringing specialist teams together across data, content and social makes complete sense from both client delivery and audience perspectives.

“Bringing it all together with social discoverability makes it seamless for clients working with us. It’s just not within MEC that we are doing this, Mindshare Content+ and Mediacom’s MBA content teams both deliver a similar, yet differentiated, approach for their clients,” Black said.

He added that client demand for premium content that engages, entertains and educates audiences, has never been stronger.

“As fragmentation, clutter, broadband penetration and mobile all increase, more and more consumers across APAC, especially in markets like India, China and Indonesia, are going to be consuming more and more short and long-form video content, and that’s why advertisers want to be there.

“Brands are getting a lot smarter about how they develop and deliver content to different platforms, channels and audiences as well. The days of producing 1 piece of creative, say a 30-second spot, and then pushing this across multiple publishers in the same format are over.”

MEC is expected to launch Wavemaker in at least four more Asia markets by the end of 2016.

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