Wavemaker evolves client leadership across Fast Growth, B2B and Consultancy Practices

Wavemaker today announced that their Fast Growth, Consultancy and B2B Practices will be led by the three Global Client Presidents Alastair Bannerman, Anna Hickey and Alex Altman respectively.

Toby Jenner, Global CEO at Wavemaker, said: “Al, Anna and Alex will continue to lead their existing clients with an expanded remit. This will allow our global client leadership to be closer to the capabilities which will best serve our client demands and continue to fuel their growth requirements. Al, Anna and Alex will each also be responsible for bringing our unmatched breadth and depth of expertise from GroupM and WPP to their individual practices and client needs.”

Alastair Bannerman will lead the Fast Growth Practice, a global operation dedicated to scale-up brands. Over the last two years, Wavemaker has developed a unique approach and commercial model to attract and retain these new economy businesses. Back Market recently joined Wavemaker’s portfolio of fast growth clients which also includes Square, SeatGeek, Zwift, Coinbase and DoorDash.

In the UK, Wavemaker’s existing scale up specialist practice, Wavemaker Select, will be absorbed into this new global practice, building on their established strategic consultancy model for partnering with the scale-up sector and supporting their clients to more easily expand across new regions. This team will be led by former Head of Wavemaker Select Louise Temperley across EMEA.

The launch of the Fast Growth Practice internationally is a really exciting step forward for our Select proposition, which has been successfully supporting our scale up clients in the UK for the last 3 years.
Louise Temperley

Louise Temperley added: “Geographical expansion is often a key strategy in scaling a business and with the formal launch of the international practice, we’ll be even better placed to cater to the needs of our clients while maintaining the fast and agile ways of working that a scaling business needs.”

Anna Hickey will lead Wavemaker’s Global Consultancy which supports clients in adopting transformative growth solutions across its seven connected practices of Applied Innovation, Ecommerce, Content and Brand Experiences, Data Strategy, Measurement and Analytics, Addressable Solutions, and Tech Consulting. Together, the Consultancy empowers global clients to test and learn their way to new growth such as rapidly accelerating in emerging retail media channels (Colgate-Palmolive), building addressable synthetic voice solutions (L’Oréal) and creating cookieless data solutions to unlock new growth audiences (Danone).

Alex Altman takes the reins across Wavemaker’s B2B Practice which includes clients such as AXA, General Electric, TikTok, Reuters and Deloitte. Scaling up its ‘human-first’ approach to B2B through a global centre of excellence in London and hubs in North America and Asia Pacific, this dedicated practice will support B2B brands across the funnel and enable a focus on growth areas including innovation, strategy and measurement at a global scale.

As part of this expansion of the agency’s B2B capabilities, Katy Maloney will continue to lead the award-winning B2B team in the UK while taking on a broader global remit.