Wavemaker

Wavemaker operates an agency-and-consultancy model. It advises brands on media strategy, plans and buys advertising across channels, executes campaigns through managed services, and provides specialist consulting in digital performance, content and partnerships. Its proprietary planning tools support delivery and differentiation, but the business model is primarily service-led rather than software-led. As part of the WPP and GroupM ecosystem, it benefits from global scale, shared infrastructure and media trading leverage.

Wavemaker is a client-facing media agency and consultancy within WPP’s media organisation, operating under the WPP Media and GroupM structure. Its core business is planning, buying, coordinating and optimising advertising across channels for large brands, alongside adjacent services in content, social, partnerships, experiential work and digital media consulting. It also develops proprietary internal tools such as Maximize to improve planning efficiency and cross-channel audience strategy.

The company makes money primarily from agency fees tied to media planning, strategy, consulting and campaign execution, as well as spend-linked compensation connected to media buying and optimisation. Its direct customers are enterprise advertisers and global brands rather than consumers, with value created through centralised planning, local execution, specialist expertise and access to broader WPP capabilities.