![]() ![]() Vogel: “It's wonderful to be able to draw on learnings from other markets, from great work from different people and different points of view. It's all about bringing your existing people and your existing clients along on the journey.”īeing part of a larger network in GroupM – which also counts EssenceMediacom and Mindshare under its banner – provides tangible benefits, said Vogel. Daniel's business in Melbourne went from 25 people five years ago to 100 people today. “Jane went from herself in Brisbane to 40 people. That growth has also been reflected in a market like Melbourne, with Vogel saying he’s a firm believer in sustainable growth. Nine years ago, it was just me here and we now have 40 people within the team and growth last year of over 30% here in Brisbane.” “The other big thing that we’re really proud of here in Brisbane in particular is just the growth of our people. “Their business continues to go from strength to strength and we’re ensuring that we're providing the right solutions and technology to ensure that they can talk to their customers and increase those sales across Australia and New Zealand. “We're really lucky and thankful that we are still in a really strong partnership with Domino's nine years later we've both been on the journey of growing our businesses. While Wavemaker as a whole has reason to celebrate, so do the teams based around the country - Sullivan said that the Brisbane business (pictured right) has gone from strength to strength after being built from scratch just over nine years ago, with Domino’s as the founding client. RECMA ranked Wavemaker number one on estimated new business billings of AU$161 million for July 2021 to August 2022. The agency also won three AiMCO (Australian Influencer Marketing Council) Awards at the 2022 ceremony. Wavemaker’s long-tenured team – including chief investment officer Philippa Noilea-Tani, chief content and partnerships officer Shivani Maharaj and chief growth and product officer James Hier with a total of more than 38 years between them at a mix of MEC, Maxus and Wavemaker – saw success in the agency leading the industry in new business and retention in 2022, according to RECMA. “Another highlight is that in the journey in creating this new brand, a lot of the senior talent in our business has remained in the business and been instrumental to the success.” These businesses operate quite differently and we can share those learnings across the businesses. “We've got those new economy clients in all our offices – Swyftx, DoorDash, Netflix, Audible and more. Vogel: “If you're looking at our client portfolio, we’ve got some great Australian businesses and iconic brands, we've got some big multinational clients and then a lot of the new economy clients have also looked to us to grow as well. Wavemaker defines its Positive Provocation positioning as the idea that ‘what got you here, won’t get you there’, noting that they don’t provoke for the sake of it, but instead to create innovative and better outcomes for clients. “That positive provocation flows through the whole business – a lot of our tools and processes have been designed to assist our clients grow their brands and their businesses and certainly a lot of our people initiatives are around growing our people, growing their careers and growing their capabilities.” “Our proposition was all around positive provocation, underpinned by that belief that there's always a better way to grow and growth is obviously what everyone is thirsty for - not only our clients, but our people as well," he said. Vogel said that there was a very purposeful decision to create a new brand. ![]() The media agency has grown its Australian presence, bringing on key hires while winning new business and retaining notable clients, culminating in winning the Best Use of Content Award (sponsored by ACM) at the 2022 AdNews Agency of the Year Awards, in conjunction with Jack Nimble and Akcelo, for Netflix Australia’s Stranger Things meets Bondi Rescue.ĪdNews spoke to Wavemaker ANZ CEO Peter Vogel, Wavemaker Brisbane MD Jane Sullivan and Wavemaker Melbourne MD Daniel Isaac. Wavemaker, born out of a merger between two of the GroupM agencies, MEC and Maxus, is celebrating its five year anniversary. ![]()
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