MEC has launched a new global division focused squarely on content. Called Wavemaker, the new division will use consumer insights to plan, create and develop branded content strategies.

Wavemaker will be led by Tim Flattery, who has been named managing partner and senior practice lead for the division in North America. He will be based in New York and report to Shenan Reed, president of digital at MEC. Flattery most recently worked as chief innovation officer at MEC Australia.

The new division will consolidate MEC’s content strategy, social, partnerships and experiential, organic search and creative services expertise into one unit.

Wavemaker is now live in 10 markets, including the U.S., U.K., The Netherlands and Mexico, with other areas to follow before the end of the year, according to a release on the launch. The new division will be launched in Canada before the end of the year, a more specific date for the Canadian launch wasn’t given.

The division has launched with 50 staff in the U.S., and will also be led by MEC U.S. executives Chet Fenster, head of content and Noah Mallin, head of social.

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