Background
Wavemaker is a WPP media agency that has worked with Chevron for over two decades.1Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o. In 2017, WPP media agencies MEC and Maxus merged to form Wavemaker.2Patrick Coffee. “WPP Pushes Back Against Media Agency Commoditization With New Global Network ‘Wavemaker’,” Adweek, September 6, 2017. Archived March 14, 2024. Archive URL: https://archive.ph/MKWko Along with EssenceMediacom, Mindshare, and MSix&Partners, Wavemaker is part of WPP’s GroupM media network.3“About,” GroupM, Archived January 11, 2024. Archive URL: https://archive.ph/UHXR6
Stance on Climate Change
Wavemaker does not publish a climate change stance separate from its parent company, WPP. In 2021, WPP pledged to reach net zero emissions across its operations by 2025 and its supply chain by 2030.4“Climate change commitments,” WPP, 2021. Archived December 6, 2023. Archive URL: https://archive.ph/xEk6p WPP has said it supports “urgent action” to address climate change.
During a February 2022 call with analysts about WPP’s 2021 revenue, CEO Mark Read defended its contracts with fossil fuel clients.5Stephen Lepitak. “WPP CEO Mark Read Talks Energy Clients, the Metaverse and Coca-Cola,” Adweek, February 24, 2022. Archived March 14, 2024. Archive URL: https://archive.is/J0Kzf. At the time of the call, WPP worked with Shell, BP, and Chevron, and Read said, “we want to work with companies that share our values and share our outlook for the future, and energy companies are in the process of doing that…We are there to support them on that transition.”
In February 2021, Clean Creatives released a fact sheet detailing Wavemaker’s relationship with Chevron to pressure the media company to drop Chevron as a client.6Jamie Henn. “Ad Agencies Like Wavemaker Need to Stop Greenwashing Chevron’s Climate Crimes,” Common Dreams, February 11, 2021. Archived March 14, 2024. Archive URL: https://archive.ph/rP73A As of February 2024, Wavemaker has a team dedicated to the Chevron account.7“Isabel Perez,” LinkedIn. Archived .pdf available at DeSmog.
Funding
Wavemaker generates revenue through contracts with clients. Wavemaker’s parent organization, WPP, does not disclose revenue for individual subsidiaries. In 2022, WPP made £11.79 billion with pass-through costs removed.8“2022 Preliminary Results,” WPP, February 23, 2023. Archived March 24, 2023. Archive URL: https://archive.ph/gkbxm
Key People
Fossil Fuel Clients
| Year | Region | Client | Agency | Citation |
| 2024 | North America | Chevron | Wavemaker | 9“Chevron TV Spot, ‘Moving Forward’,” iSpotTV, February 26, 2024. Archived February 29, 2024. Archive URL: https://archive.ph/vLOnj |
| 2023 | North America | Chevron | Wavemaker | 10“Chevron TV Spot, ‘Renewable Diesel’,” iSpotTV, January 23, 2023. Archived October 24, 2023. Archive URL: https://archive.ph/2DuIR |
| 2023 | Egypt | TotalEnergies | Wavemaker | 11Salma Wahby. “TotalEnergies Employs a Pop Culture Jingle To Promote New Rubia Engine Oil,” Think Marketing Magazine, June 13, 2023. Archived March 14, 2024. Archive URL: https://archive.ph/FpDku |
| 2022 | Chevron | Wavemaker | 12Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o. | |
| 2022 | Asia | CLP Power | Wavemaker | 13“New Business League Hong Kong – July 2022,”” R3, September 9, 2022. Archived October 5, 2022. Archived .pdf available at DeSmog. |
| 2022 | Asia | TotalEnergies | Wavemaker | 14“TotalEnergies launches #LambaChalega campaign with Wavemaker India,” Exchange4Media, February 12, 2022. Archived March 10, 2022. Archive URL: https://archive.ph/Dl4Mc |
| 2021 | Chevron | Wavemaker | 15Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o. | |
| 2020 | North America and Pacific | Chevron | Wavemaker | 16Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o. |
| 2020 | South Africa | TotalEnergies | Wavemaker | 17“Wavemaker named 2021’s most successful South African agency so far,” Wavemaker, September 17, 2021. Archived March 14, 2024. Archive URL: https://archive.ph/w4FWk |
| 2019 | Chevron | Wavemaker | 18Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o. |
Board of Directors19“People,” Wavemaker, Archived March 27, 2024. Archive URL: https://archive.ph/p63am 20“People,” Wavemaker, Archived March 16, 2023. 21“People,” Wavemaker, Archived August 16, 2022. 22“People,” Wavemaker, Archived June 16, 2021. 23“People,” Wavemaker, Archived September 29, 2020.
Actions
December 2023
Wavemaker launched “Un Coche Para Alba” (A Car for Alba) with Nurun, an advertising agency owned by Publicis Groupe, for TotalEnergies Spain.24“TotalEnergies lanza la campaña navideña «Un coche para Alba» para facilitar la labor de Cruz Roja en zonas rurales gracias a la movilidad eléctrica,” El Programa de la Publicidad, December 19, 2023. Archived March 1, 2024. Archive URL: https://archive.ph/MwnZK This commercial showed a Red Cross volunteer traveling across rural Spain to help older people in an electric vehicle charged through TotalEnergies’ charging network. This commercial followed other 2023 ads created by Wavemaker and Nurun for TotalEnergies, which advertised the fossil fuel company’s renewable electricity projects.25 “TotalEnergies anuncia su nuevo ‘Plan Ahora’,” Control Publicidad, March 24, 2023. Archived December 8, 2023. Archive URL: https://archive.ph/D7yX0
2023
Wavemaker launched Chevron’s 2023 “Energy in Progress” campaign, which focused on Chevron’s carbon capture and storage and anaerobic digester investments.27“Chevron TV Spot, ‘Global Net Zero,’” iSpot TV, July 10, 2023. Archived February 24, 2024.
Other ads28Capturing Progress :30,” Youtube video uploaded by user Chevron on July 11, 2023. Archived .mp4 available at DeSmog. claimed that Chevron was lowering its carbon intensity through the development of carbon capture and storage (CCS) while also helping other industries lower carbon emissions through CCS.29“Chevron TV Spot, ‘Global Net Zero,’” iSpot TV, July 10, 2023. Archived February 24, 2024.
2022
Wavemaker began including the expected carbon emissions of media buys when presenting options to clients.30Kathryn Lundstrom. “Media Agencies Increasingly Include Return on Carbon Along With ROI in Plans,” Adweek, December 21, 2023. Archived March 17, 2024. Archive URL: https://archive.ph/kxe2c. Archived .pdf at DeSmog. Carbon emissions for media plans can vary based on which platform the advertisements run on and the amount of ads.
2021
Wavemaker Singapore was shortlisted for Best Mobile Growth Strategy for its work on Chevron’s CaltexGO, a mobile payments app for its gas stations.32“#MobExAwards 2021 highlight: Chevron fuels up awareness for CaltexGO app,” Marketing Interactive, 2021. Archived October 27, 2021. Archive URL: https://archive.ph/rUT7b In June 2021, Wavemaker Singapore launched a social media ad campaign to increase awareness of the app and increase Chevron’s fuel sales. The number of fuel purchases on the CaltexGo app increased 14.6 percent from June to July 2021.
February 2021
Clean Creatives and climate advocates released a fact sheet detailing Wavemaker’s relationship with Chevron to pressure the media company to drop Chevron as a client.33Jamie Henn. “Ad Agencies Like Wavemaker Need to Stop Greenwashing Chevron’s Climate Crimes,” Common Dreams, February 11, 2021. Archived March 17, 2024. Archive URL: https://archive.ph/rP73A
Wavemaker won a Corporate Reputation Effie award for its “Doers” campaign for Chevron, which it ran with ad agency McGarryBowen (now Dentsumb).34“2020 Finalist Corporate Reputation: Chevron ‘Doers’,” Effie, 2020. Archived December 5, 2023. Archive URL: https://archive.ph/a3nzE McGarryBowen and Wavemaker targeted the campaign towards “those who impact energy policy.” McGarryBowen and Wavemaker wrote in the awards submission that Chevron wanted to combat the erosion of trust between the oil and gas industry and “energy influencers.” “But industry detractors pushed a narrative that traditional energy sources have no place in progress,” McGarryBowen and Wavemaker wrote. The ads, which ran on social media, TV, and in POLITICO and other outlets targeted toward Washington, D.C., focused on American “doers” who need fossil fuel energy to keep improving the country.
August 201935Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.ph/M0C4o. Archived .pdf available at DeSmog.
Wavemaker retained the Chevron account in North America and the Pacific markets.36[Press Release].“Wavemaker Introduces New Logo and Brand Design in the Spirit of ‘Positive Provocation,’ Little Black Book, March 12, 2020. Archived March 23, 2023. Archive URL: https://archive.ph/rEsGa
June 26, 2019
Wavemaker and McGarryBowen won an Employee Engagement award at the 2019 Excellence in Marketing and Communications Awards for their “Thank a Role Model” campaign for Chevron.38“Chevron/McGarryBowen | The 2019 Excellence in Marketing and Communications Awards,” The Conference Board, September 27, 2019. Archived .pdf available at DeSmog. The campaign targeted Chevron employees worldwide and the U.S. public with the message that Chevron was trying to recruit more women and girls into STEM careers.
April 2019
Wavemaker won a Gold Internationalist Award for its “We Live Here, Too” campaign for Chevron.39“Wavemaker US Head of E-Commerce Bruce Kiernan named to 2019 Class of Internationalist’s Agency Innovators,” Wavemaker, April 17, 2019. Archived February 17, 2024. Archive URL: https://archive.ph/p9xiu Wavemaker wrote in the awards submission that the campaign intended to improve Chevron’s environmental image with the community surrounding its El Segundo refinery in the Los Angeles area. In 2018, a national settlement with the Environmental Protection Agency over Clean Air Act violations forced Chevron to pay $150 million to replace pipes that were at risk of rupturing and improve safety procedures and trainings.40Lauren Hernandez. “Chevron to pay $150 million in settlement with EPA for violating Clean Air Act,” San Francisco Chronicle, October 25, 2018. Archived February 6, 2023. Archive URL: https://archive.ph/S6vVT Some of these violations took place at the El Segundo refinery. The campaign advertised Chevron’s contributions to the El Segundo community.
December 2018
On Campus Advertising published a case study on its website describing its nine years of work for Chevron, which it did in partnership with MEC Global/Wavemaker.41“Case Study: Chevron,” On Campus Advertising, December 7, 2018. Archived July 5, 2019. Archive URL: https://archive.ph/CJp4u On Campus Advertising worked with MEC Global (and later Wavemaker) to recruit students to work at Chevron by advertising on billboards in universities’ engineering buildings, in student newspapers, and on university websites.
2007
Mediaedge: CIA (MEC) won a Silver Corporate Reputation Effie Award with fellow WPP companies Young & Rubicam and Wunderman for its work for Chevron.42“Chevron: Real Issues,” Effie, 2007. Archived February 16, 2024. Archive URL: https://archive.ph/7vPvp In the awards submission, MEC, Young & Rubicam, and Wunderman wrote that the campaign targeted “those who determine the exploration, extraction, and delivery of energy around the world” and successfully improved Chevron’s corporate reputation by “facing up to the real energy issues that concerned the audience – issues that were being ducked by the competition.”
The campaign launched in 2006 and ran print ads in the New Yorker magazine, which read, “The average American uses 25 barrels of oil each year. So how about cutting back on that habit?”
Another campaign initiative was an online game created in partnership with The Economist.43Jennifer Natsu. “Chevron, The Economist Launch Online Energy Game,” Environment Energy Leader, September 5, 2007. Archived March 17, 2024. Archive URL: https://archive.ph/rI81L In Energyville, players could choose different sources of energy to power a future city in 2030. The game was hosted on the campaign’s website, willyoujoinus.com.
Related Organizations
Parent organization: WPP
Contact & Address
Global Headquarters:
Sea Containers,
18 Upper Ground,
London SE1 9ET,
United Kingdom of Great Britain and Northern Ireland
USA Headquarters:44“USA, New York HQ,” Wavemaker, Archived December 1, 2023.
175 Greenwich Street, 3 World Trade Center
New York, NY 10007
Social Media
- X: @WavemakerGlobal
- Facebook: Wavemaker
- Instagram: @WavemakerGlobal
- LinkedIn: Wavemaker
- TikTok: @WavemakerGlobal
Other Resources
- Clean Creatives: Wavemaker And Chevron’s Misleading Climate Communication
Resources
- 1Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o.
- 2Patrick Coffee. “WPP Pushes Back Against Media Agency Commoditization With New Global Network ‘Wavemaker’,” Adweek, September 6, 2017. Archived March 14, 2024. Archive URL: https://archive.ph/MKWko
- 3“About,” GroupM, Archived January 11, 2024. Archive URL: https://archive.ph/UHXR6
- 4“Climate change commitments,” WPP, 2021. Archived December 6, 2023. Archive URL: https://archive.ph/xEk6p
- 5Stephen Lepitak. “WPP CEO Mark Read Talks Energy Clients, the Metaverse and Coca-Cola,” Adweek, February 24, 2022. Archived March 14, 2024. Archive URL: https://archive.is/J0Kzf.
- 6Jamie Henn. “Ad Agencies Like Wavemaker Need to Stop Greenwashing Chevron’s Climate Crimes,” Common Dreams, February 11, 2021. Archived March 14, 2024. Archive URL: https://archive.ph/rP73A
- 7“Isabel Perez,” LinkedIn. Archived .pdf available at DeSmog.
- 8“2022 Preliminary Results,” WPP, February 23, 2023. Archived March 24, 2023. Archive URL: https://archive.ph/gkbxm
- 9“Chevron TV Spot, ‘Moving Forward’,” iSpotTV, February 26, 2024. Archived February 29, 2024. Archive URL: https://archive.ph/vLOnj
- 10“Chevron TV Spot, ‘Renewable Diesel’,” iSpotTV, January 23, 2023. Archived October 24, 2023. Archive URL: https://archive.ph/2DuIR
- 11Salma Wahby. “TotalEnergies Employs a Pop Culture Jingle To Promote New Rubia Engine Oil,” Think Marketing Magazine, June 13, 2023. Archived March 14, 2024. Archive URL: https://archive.ph/FpDku
- 12Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o.
- 13“New Business League Hong Kong – July 2022,”” R3, September 9, 2022. Archived October 5, 2022. Archived .pdf available at DeSmog.
- 14“TotalEnergies launches #LambaChalega campaign with Wavemaker India,” Exchange4Media, February 12, 2022. Archived March 10, 2022. Archive URL: https://archive.ph/Dl4Mc
- 15Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o.
- 16Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o.
- 17“Wavemaker named 2021’s most successful South African agency so far,” Wavemaker, September 17, 2021. Archived March 14, 2024. Archive URL: https://archive.ph/w4FWk
- 18Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.is/M0C4o.
- 19“People,” Wavemaker, Archived March 27, 2024. Archive URL: https://archive.ph/p63am
- 20“People,” Wavemaker, Archived March 16, 2023.
- 21“People,” Wavemaker, Archived August 16, 2022.
- 22“People,” Wavemaker, Archived June 16, 2021.
- 23“People,” Wavemaker, Archived September 29, 2020.
- 24“TotalEnergies lanza la campaña navideña «Un coche para Alba» para facilitar la labor de Cruz Roja en zonas rurales gracias a la movilidad eléctrica,” El Programa de la Publicidad, December 19, 2023. Archived March 1, 2024. Archive URL: https://archive.ph/MwnZK
- 25“TotalEnergies anuncia su nuevo ‘Plan Ahora’,” Control Publicidad, March 24, 2023. Archived December 8, 2023. Archive URL: https://archive.ph/D7yX0
- 26“Fueling Progress :30,” Chevron YouTube Account, August 7, 2023. Archive URL: https://archive.ph/BY6au
- 27“Chevron TV Spot, ‘Global Net Zero,’” iSpot TV, July 10, 2023. Archived February 24, 2024.
- 28Capturing Progress :30,” Youtube video uploaded by user Chevron on July 11, 2023. Archived .mp4 available at DeSmog.
- 29“Chevron TV Spot, ‘Global Net Zero,’” iSpot TV, July 10, 2023. Archived February 24, 2024.
- 30Kathryn Lundstrom. “Media Agencies Increasingly Include Return on Carbon Along With ROI in Plans,” Adweek, December 21, 2023. Archived March 17, 2024. Archive URL: https://archive.ph/kxe2c. Archived .pdf at DeSmog.
- 31“#MobExAwards 2021 highlight: Chevron fuels up awareness for CaltexGO app,” Marketing Interactive, 2021. Archived October 27, 2021. Archive URL: https://archive.ph/rUT7b
- 32“#MobExAwards 2021 highlight: Chevron fuels up awareness for CaltexGO app,” Marketing Interactive, 2021. Archived October 27, 2021. Archive URL: https://archive.ph/rUT7b
- 33Jamie Henn. “Ad Agencies Like Wavemaker Need to Stop Greenwashing Chevron’s Climate Crimes,” Common Dreams, February 11, 2021. Archived March 17, 2024. Archive URL: https://archive.ph/rP73A
- 34“2020 Finalist Corporate Reputation: Chevron ‘Doers’,” Effie, 2020. Archived December 5, 2023. Archive URL: https://archive.ph/a3nzE
- 35Erik Oster. “Wavemaker Retains $60 Million Chevron Global Media Account,” Adweek, August 27, 2019. Archived September 13, 2019. Archive URL: https://archive.ph/M0C4o. Archived .pdf available at DeSmog.
- 36[Press Release].“Wavemaker Introduces New Logo and Brand Design in the Spirit of ‘Positive Provocation,’ Little Black Book, March 12, 2020. Archived March 23, 2023. Archive URL: https://archive.ph/rEsGa
- 37“Chevron TV Spot, ‘Thank the Role Model Who Inspired You,'” iSpotTV, October 16, 2018. Archived July 1, 2022. Archive URL: https://archive.ph/dFUwn
- 38“Chevron/McGarryBowen | The 2019 Excellence in Marketing and Communications Awards,” The Conference Board, September 27, 2019. Archived .pdf available at DeSmog.
- 39“Wavemaker US Head of E-Commerce Bruce Kiernan named to 2019 Class of Internationalist’s Agency Innovators,” Wavemaker, April 17, 2019. Archived February 17, 2024. Archive URL: https://archive.ph/p9xiu
- 40Lauren Hernandez. “Chevron to pay $150 million in settlement with EPA for violating Clean Air Act,” San Francisco Chronicle, October 25, 2018. Archived February 6, 2023. Archive URL: https://archive.ph/S6vVT
- 41“Case Study: Chevron,” On Campus Advertising, December 7, 2018. Archived July 5, 2019. Archive URL: https://archive.ph/CJp4u
- 42“Chevron: Real Issues,” Effie, 2007. Archived February 16, 2024. Archive URL: https://archive.ph/7vPvp
- 43Jennifer Natsu. “Chevron, The Economist Launch Online Energy Game,” Environment Energy Leader, September 5, 2007. Archived March 17, 2024. Archive URL: https://archive.ph/rI81L
- 44“USA, New York HQ,” Wavemaker, Archived December 1, 2023.
