Wavemaker MENA
GroupM
The new decade of 2020 kicked off with a ton of changes for the media industry. The entire industry was becoming more digital and social, consumer experiences were changing at the speed, and the abundance of data changed how media is planned. Competition was aggressive, and more often than not, it was the numbers that sealed the deals. We needed to evolve. Wavemaker needed to become the answer to the biggest multigenerational shift in communications history. We describe this shift as the ‘decline of the linear advertising economy’ and the ‘rise of the hyperconnected communications economy.’ We took our DNA of ‘positive provocation’, our relentless drive to challenge the status quo to create the immersive experiences that consumers crave. Our north star was simple: prove that experiences are more important than numbers. We launched: -first ever AI creative campaign -first ever live Amazon influencer shopping experience -signed the biggest e-sports team on the biggest gaming stage of the world. And as a result… the numbers came too!