5/7/2023 0 Comments Wavemaker media![]() ![]() The other aspect why Wavemaker has a different approach is because of its people. The only difference is that the changes happened much earlier than anticipated. In 2017, when WPP and GroupM decided to merge MEC and Maxus and re-brand into one solid agency (Wavemaker), I was a part of the decision-making meetings. We have been investing in the right kind of data technology, content tools, and talent that will drive these capabilities to the next level. Access to rich data opened up and the technology to harness this data got sharper. It nudged us to think beyond traditional ways of planning and targeting. ![]() That apart, consumer behaviour evolved at a pace that we had not imagined. ![]() Content formats got shorter and better for engagement sake. The infrastructure (such as data pricing, the reach of smart and feature phones, and TV sets) to support these changes also accelerated. The way people are exposed to the media changed. It was evolving, but it reached the tipping point when people were stuck at home. In the last two years, the media landscape has changed dramatically. However, this hasn't happened just by chance. Looking at the work that Wavemaker India has been creating over the last couple of years, will it be right to say you are breaking traditional media agency codes? If yes, can you help us understand the agency’s new approach? In an exclusive conversation with Storyboard18, Gupte talks at length about building future-ready capabilities, talent strategies, lessons from the past, and more. How Gold Spot became the most popular 'uncola' of its time in Indiaįrom working on data-driven campaigns for Mondelez India to partnering with brands for India's first 3D metaverse, Wavemaker India is breaking the traditional codes of a media agency. Wavemaker Mumbai has been ranked at No.5 in the latest WARC Effective 100 Ranking across regional and global agencies. Wavemaker India, which counts Mindshare, MediaCom and Essence as media stablemates, also beat all competing agencies to bag ‘Agency Of The Year’ at the Emvies this year. The GroupM-owned media agency in India added a total billing of Rs 1500 crore in the last two years. As a seasoned captain, who has rescued people and businesses from difficult times, Gupte took up his new assignment not as a challenge but as an opportunity. Gupte came on board six weeks before the full blow of the pandemic hit India in 2020. Nine years later, he took charge as CEO - South Asia of Wavemaker. He rebuilt the business and got together the right set of people to bring life back to the agency, making him somewhat of a turnaround leader. Gupte did everything in textbook fashion as a leader. In 2011, when Ajay Gupte became the managing director of MEC Indonesia, he sailed through tough tides. Ajay Gupte, CEO - South Asia of Wavemaker ![]()
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