MEC Ireland has launched MEC Wavemaker, a new specialist content offering that brings together content strategy, social, partnerships and experiences, SEO and creative service expertise.
MEC Wavemaker creates content based on insights from MEC’s unique purchase journey planning approach MEC Momentum which looks at a brand’s purchase journey and identifies where content can deliver business impact.
MEC Wavemaker consolidates MEC’s content strategy, social, partnerships and experiential, organic search and creative services expertise into one unit to provide clients with a single solution that is both agile and accountable. By simplifying what can be a complicated process for clients, this reorganisation is designed to deliver effectiveness through continuous measurement and optimisation.
“As the world of communications continues to evolve and socially fuelled conversations grow, there is a fantastic opportunity for brands to get involved in that space and branded content is a very effective way to do it,” says David Hayes, chief executive of MEC.
In Ireland MEC Wavemaker will be led by Gavin Collins, former head of MEC Access and Caoimhe Maxwell head of digital.
Speaking about the announcement, Caoimhe Maxwell said: “Evolving consumer trends mean that we need to look beyond traditional advertising solutions and find ways of telling an entertaining and engaging brand story.”
Gavin Collins added: “Because we understand how people behave and how they buy, we can give them content they will enjoy at the right points on their purchase journey to impact a brand’s performance.”
General Mills is the first client company to partner with MEC Wavemaker and according to Gráinne Galvin, brand manager at General.
Mills: “we are delighted to be working with MEC on this media first.
MEC brought fresh thinking and strategy to our recent Yoplait Masterbrand campaign. The results were the best we had seen for this product in the Irish market. We look forward to seeing a new level of insights from MEC Wavemaker with the upcoming Nature Valley campaign.”
The launch of MEC Wavemaker builds on recent success for MEC’s content, which was recently recognised in both the Sponsorship Awards and Media Awards for 2016.
MEC Wavemaker launched globally in 10 countries: UK, USA, The Netherlands, Mexico, Australia, India, Poland, Middle East, Singapore and Germany. Other markets will follow throughout the year and the division will have 750 people globally.