GroupM’s Wavemaker has introduced an "evolved proposition, product and attitude" as well as a new visual identity. The rebrand, which the agency calls “The New Wavemaker”, includes a new global operating system, modular planning process and a brand refresh. According to Wavemaker, these are designed to bring the new positioning of “positive provocation” to life.
The old logo (pictured below) was in the shades of orange, with a more rounded look. While the new logo is black and white, and has retained orange in the form of a ball that makes up the letter "r". Marketing has reached out to Wavemaker on the agencies behind the rebranding efforts.
Global CEO Toby Jenner said growth models of the past will not serve the future, and established approaches and traditional thinking are being exploded in every sector, in every market. “Exceptional growth now requires uncomfortable change. This change demands courage, from our clients and from our people. Wavemaker understands this, we must live our name which reflects a provocative, even fearless attitude,” he added.
Jenner stepped into the role in September 2019, and was among others appointed. iProspect’s global president Ruth Stubbs joined Wavemaker as EMEA CEO and named Alastair Bannerman, Anna Hickey and Alex Altman global client presidents. Wavemaker has also recently announced a series new client wins, including Huawei, AXA, Pernod Ricard, Rappi and the retention of Chevron in North America and Asia Pacific.
Wavemaker was formed in 2017, through the merger of Maxus and MEC. Wavemaker then started out with offices in 90 countries and over 8,500 employees, as well as major global clients L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount. Currently in Singapore, Zachary Lim leads the agency. Lim was previously the general manager at Wavemaker Singapore, and was also the GM for Maxus Singapore prior to the MEC-Maxus merger.
Meanwhile, in Malaysia, managing director Michelle Achuthan left the agency in April last year. She was appointed to the role in 2017, following the merger of MEC and Maxus. In Indonesia, Wavemaker has appointed Amir Suherlan as the new managing director, as former MD Ajay Gupte was promoted to chief operating officer of South Asia.