• by Joe Mandese  @mp_joemandese, April 20, 2022

GroupM’s Wavemaker unit continues its expansion into a new economy portfolio, this morning announcing its appointment as media agency of record for ticketing technology startup SeatGeek.

The win follows an internally led review that challenged agencies to pitch how they would raise awareness of SeatGeek, “drive brand preference and align the brand with big moments in culture” to make it a “household name.”

“Wavemaker differentiated itself throughout the selection process by positively provoking us to push our own thinking and presented us with bold approaches for category disruption,” SeatGeek Vice President of Media and Growth Marketing Steven Quach said in a statement announcing the appointment.. “We were also impressed by the agency’s approach to holistic media planning and finding strategic audiences across legacy and new brand media at scale.”

The assignment focuses on “brand media” and covers strategy, planning, investment, activation, marketing intelligence and science, video and out-of-home.

It follows a 24-month run of “new economy” account wins for Wavemaker, including Bumble, Coinbase, Square, Zwift, DiDi, Flixmobility and TikTok.