MEC has just launched MEC Wavemaker, a content marketing offering that the agency says will bring together content strategy, social, partnerships and experiences, SEO and creative service expertise.  The agency says MEC Wavemaker will create content based on insights from the agency's purchase journey planning approach, MEC Momentum, which looks at the purchase process and identifies where content can deliver the best impact. MEC Wavemaker will consolidate MEC’s content strategy, social, partnerships and experiential, organic search and creative services expertise into a single offering. The offering aims to simplify the process for clients kind of like -- oh, I don't know -- the whole full-service agency thing the industry religiously pendulums …

It's really no wonder why the online ad experience truly sucks these days. It's because almost the entire process is managed by soulless computers.

Yup. Just when you think you've been around long enough to proudly proclaim "I've seen it all," some newfangled thing pops up. Today, that newfangled thing is The Dog Agency. No, it's not an agency run by Internet famous dogs. It's an agency run by Loni Edwards, whose dog, Chloe, has 125,000 followers on Instagram. Edwards aims to represent Instagram dog accounts with 200,000 or so followers garnering them about $3,000 per sponsored post. One of Edwards', clients, The Dogist, is run by Elias Weiss Friedman, a New York-based photographer who, yes, takes pictures of dogs and posts …

Rewarded video ads are just ads that offer the player something (game points, extra lives, a chance to win game currency) in return for watching the in-game ad.

In breaking news, Fluent, a company that specializes in marketing to students, has released a study which -- surprise, surprise -- found that college students like targeted ads that are relevant.

Jeff Cruz has joined the Detroit team of MRM//McCann as EVP, chief creative officer. Cruz joins the agency from VSA Partners, where he served as executive creative director and associate partner.

A proposal from the U.S. Department of Labor calls for the floor above which agencies do not have to pay overtime be raised to $50,440. In other words, anyone making less than $50,440 would be eligible for overtime pay, something agencies rarely have to contend with for full-time employees. The increase is roughly double that of the current threshold. The changes were proposed last month and could take effect as soon as July if approved. Of course, agencies and the 4As are fighting vigorously against this change as the change would, according to Pivotal Research Analyst Brian Wieser, place a …