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MEC Wavemaker announces early adopter role

23 June, 2016

MEC Wavemaker

As YouTube launches new Brand Partner Program Certification at Cannes Lions 2016

CANNES, FRANCE — The YouTube Brand Partner Program and YouTube Certified Teams today launched a new YouTube Certification for advertising agencies with global media agency MEC,, as global agency early adopter.

The YouTube Brand Partner Program was created three years ago to provide inspiration, education and support to the world’s most ambitious marketers keen to act more like creators and less like advertisers on the channel. Now the company is looking to empower the agency community with the introduction of the new YouTube Certification: an online learning path designed to train agencies on the fundamentals of video content strategy.

As global agency early adopter, MEC’s new specialist content offer MEC Wavemaker has already enrolled nearly 200 employees into the programme from the UK, Singapore, India, Germany, Netherlands, Australia, UAE, Mexico, Poland, USA and Argentina and has committed to certify all its Wavemaker staff globally over the coming weeks.

The Certification curriculum covers publishing frameworks, creative treatments, video discovery, campaign optimization and how to partner with YouTube creators; lessons that will provide the foundation needed to build a successful YouTube strategy and the tools to enable the development and distribution of innovative content.

Designed for maximum impact, with limited time investment the programme comprises just 80 minutes of video content (self-driven), 20 lesson plans, test your knowledge questions, and ends with an exam. The lessons are delivered by YouTube thought leaders as well as well-known YouTube creators who share best practices brought to life by personal anecdotes such as MysteryGuitarMan, Veritasium, My Cupcake Addiction, and Flavia Calina.

The certification will be available online in 22 languages to Google/YouTube agency partners.

Alastair Aird, global COO of MEC and global head of Wavemaker, said: “The launch of the YouTube Brand Partner Program Certification is incredible timely and exciting for MEC. With MEC Wavemaker we have a different kind of content offer, one that helps our clients see exactly what role content and platforms play in their customers’ lives and how that will directly impact their brand’s performance.

It’s different because we have the data to identify precisely what consumer behaviour needs to change along the purchase journey and create content that’s specifically designed to make that change happen. Equipping our people with the necessary knowledge to design the most effective video content is key to our service to clients.”

Torrence Boone, VP, Global Agency Sales & Services, YouTube, added: “Our goal is to enable our agency partners to create more effective content, increase agility, and evangelize the need for innovation in the marketplace.  MEC has taken a bold but much needed step by bringing all its content disciplines together under one roof with Wavemaker and we are thrilled to have them as our global agency early adopter as part of our broader global partnership.”

About MEC Wavemaker
MEC Wavemaker creates content that measurably improves a brand’s performance. The offer brings together content strategy, social, partnerships and experiences, SEO and creative service expertise in every market. Our 750 highly talented and motivated people work with category leading advertisers around the globe. MEC Wavemaker is part of MEC. Go to or follow #wavemaker to find out more.

Nathalie Haxby
+44 (0) 2078032319

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