How do you reboot an agency to take on more of marketers\u2019 problems in a world where consumer change is fast and furious? In the case of GroupM\u2019s Wavemaker, it\u2019s thinking far beyond simply combining agencies Maxus and MEC.<\/p>\n

\u201cIt has to be more than a merger. If all we did was take two great brands and cultures and teams and mesh them together, we have failed,\u201d says Amanda Richman, U.S. CEO of Wavemaker, the global media, content and technology agency\u00a0unveiled<\/a> one year ago.<\/p>\n

In this interview with Beet.TV, Richman explains the impetus behind creating Wavemaker was \u201cLet\u2019s really reboot and redesign what a modern marketing agency is. With a single focus on the consumer journey and with that understanding how we can grow our clients\u2019 revenues and opportunities in the marketplace.\u201d<\/p>\n

If Wavemaker<\/a> sounds more like a consultancy with traditional and contemporary media chops, it\u2019s not far off the mark. \u201cThe future of the agency business has definitely shifted to not just buying on impressions and cheapest CPM and fill out the pricing template,\u201d Richman says, noting that there\u2019s still a component of investment management that\u2019s about driving efficiency.<\/p>\n

\u201cBut as you think about our role today in the middle of the ecosystem, in having to not only understand and embrace and evolve our clients\u2019 approach to data but also to their broader business issues.\u201d<\/p>\n

Richman, who was appointed<\/a> U.S. CEO last August, sees an opportunity to \u201cget a greater share\u201d of clients\u2019 problems along with providing a greater share of solutions to solve the challenges they face. This entails having a \u201claser focus on consumer understanding,\u201d not only from a purchase journey lens but how are they adopting and adapting to the breadth of content and distribution opportunities.<\/p>\n

\u201cOur role is really sifting through all of that to find out what\u2019s most meaningful and relevant to their consumers and what\u2019s the brand relationship that can be established with those insights,\u201d Richman says.<\/p>\n

This involves not just another innovation play or understanding what the next platform is, the next channel, the next partner. \u201cIt\u2019s all of that and so much more that really leads to a deeper understanding of their audience and how to move them to that next step forward.\u201d<\/p>\n

She’s looking forward to being able to \u201creally hit reset in this robust environment, listen more to our clients and understand what are their needs when it comes to an agency today and build around that.\u201d<\/p>\n

This video is part of a leadership series presented by Wavemaker, the GroupM media agency formed by the merger of MEC and Maxus. Please find additional segments from the series here<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

How do you reboot an agency to take on more of marketers\u2019 problems in a world where consumer change is fast and furious? In the case of GroupM\u2019s Wavemaker, it\u2019s thinking far beyond simply combining agencies Maxus and MEC. \u201cIt has to be more than a merger. If all we did was take two great […]<\/p>\n","protected":false},"author":17,"featured_media":49769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7028],"tags":[5287,5299,5324,3880],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49757"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=49757"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49757\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/49769"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49757"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49757"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}