Latest news

December 01, 2014

Oliver Cassel joins Maxus as head of biddable media

Maxus has appointed Oliver Cassel as its new head of biddable media replacing Mark Pain who leaves Maxus to join Twitter, as the agency continues to experience significant growth in the fast developing biddable media channels.
Cassel will oversee the now 37-strong biddable media team at Maxus, which today encompasses paid search, paid social, biddable video, biddable display and self serve programmatic media buying remit as the agency evolves its proposition in this fundamental area.  Maxus’ portfolio of clients includes L’Oréal, BT, Barclays, npower, ABF, Fiat Group Automobiles and Arcadia Group. 
Cassel joins from online gaming specialist Bwin.Party Digital Entertainment, where he was global PPC specialist.  Prior to this was search operations director at GroupM for two years and head of PPC at iProspect UK, formerly Diffiniti. 
As head of biddable media, Cassel will report directly to managing partner Oliver Wood and will work alongside head of SEO Juan Vargas and head of digital Suzy Ryder. Cassel will also sit on Maxus’ Activation Leadership Team alongside three managing partners and the heads of digital, broadcast and digital investment, who work collaboratively to ensure Maxus delivers fully integrated media activation across all channels.  Cassel will also sit on the Maxus senior management team, who are responsible for the growth and development of the agency.
Oliver Wood, managing partner at Maxus said, “With the appointment of Oliver as head of biddable, Maxus will cement and develop its competitive offering in this key, evolving area of media. Oliver brings solid experience and an impressive track record; we are delighted to welcome him back to the GroupM family at Maxus.  I sincerely look forward to working with him again.”

November 14, 2014

FIAT 500L sponsors Modern Family on Sky through Maxus Partnerships

The FIAT 500L is sponsoring the popular comedy series Modern Family on Sky 1 (new episodes air Mondays 8pm) with TV idents to reach an audience of diverse families and raise awareness of the car as the practical, stylish and fun family vehicle. 
The deal was brokered by Maxus Partnerships, with media planning and buying from Maxus and creative from krow Communications.
The deal marks the next stage in sponsorship featuring the FIAT 500L which previously sponsored One Born Every Minute on Channel 4. FIAT 500L sponsorship aims to communicate the range to families looking for a vehicle that meets their diverse needs, yet also appeals to the individual styles of mums and dads.
Developed by krow Communications, the sponsorship idents once again feature three sets of light-hearted, humorous films based on recognisable parenting truths and feature a reappearance of ‘Brian the Bear’, voiced by Arthur Smith.
The sponsorship campaign kicked off on Sky 1 with the first episode of the latest series of Modern Family on Monday November 6, 2014, with repeat viewings across Sky 2, Sky Go and catch up channels until June 30, 2015. The campaign will be further supported by digital activity on Sky’s website,
Lucia Pennesi, brand communications manager, FIAT UK said: “Modern Family is an award-winning show with a humorous take on family life, echoing our FIAT 500L communications which are all about celebrating parenting moments with an authentic, humorous and empathetic tone of voice, making it the perfect fit for our target audience.”
Laura Wade, head of Maxus Partnerships said: “The FIAT 500L stands out in the category as the fun, stylish car. Parents shouldn’t have to compromise on their vehicle when they start a family and this range meets their needs for both individuality and practicality. The brand is already seeing results from TV sponsorship choices over the last 12 months and this campaign seeks to maintain and increase that authentic dialogue with parents.”

November 11, 2014

Maxus wins Payroll Giving Excellence Award


Last night Maxus were awarded 'Best campaign for a small employer' at the National Payroll Giving Excellence Awards for our 'Join the Charity Stars and become a wish maker' campaign.  

The awards showcase excellence, recognise achievement and dedication and are a celebration of the success in Payroll Giving over the past year. 

Our People & Culture Advisor, Zahra Loosley collected the award on our behalf which was presented by David Gauke MP, Financial Secretary to the Treasury. 

October 24, 2014

Maxus UK is crowned Media Agency of the Year

Maxus UK is celebrating after securing Media Agency of the Year at the industry’s prestigious Media Week Awards that took place yesterday.
Maxus was awarded the Media Agency of the Year accolade above five other agencies, including Manning Gottlieb OMD, PHD, the7stars, M2M and sister agency MEC. 
The award recognises financial success, excellent work and client retention and acquisition. The last 12 months has been a key year for Maxus, winning the largest media account in the UK for the last five years – L’Oréal – worth £135 million, along with Npower, Royal British Legion, Avis Budget Group and Air France. The agency has also expanded its offer to clients with two new arms – Maxus for Business and Maxus Partnerships. Most recently, leader Lindsay Pattison was promoted to global CEO, with former MD Nick Baughan stepping into the CEO role in the UK.
Baughan, said: “Maxus has had a fantastic year – we’ve had the most sustained growth of the top 10 media agencies and this acknowledgement is the crowning glory for any media agency. We have an incredibly talented team who continue to produce great work and fantastic ideas for our clients."
The Media Week Awards is the UK’s biggest annual celebration and networking award event for the media sector. The ceremony recognises innovation, creativity, outstanding insight and real business impact for bought, owned and earned media.

October 16, 2014

Nick Baughan Appointed UK CEO & Lindsay Pattison Named Global CEO

GroupM today announced the appointment of Lindsay Pattison as Global CEO of Maxus and Nick Baughan as UK CEO
The announcement was made by GroupM’s Global President Dominic Proctor.  Pattison has been successfully leading Maxus in the UK for five years, taking it in that time from a ranking of 14 to a number 7 position, and from 30 people to now over 250.  She has also held the global Chief Strategy Officer role for the last two years, overseeing product, planning, marketing, new business and effectiveness.  Pattison will co-locate between London and New York and will report to Proctor; she replaces Vikram Sakhuja, who will remain in the group.
Under Sakhuja Maxus was the fastest growing agency in the world.  It expanded its network footprint and added major new accounts such as NBC Universal and L’Oreal.
“Lindsay has a proven reputation as a leader and is held with enormous regard both internally and by her clients,” said Proctor. “She exemplifies the spirit and ambition of the Maxus culture and we are confident she will take the network into the next stage of growth.”
Pattison said, “I am thrilled to step up into this role. I love the energy of Maxus and I relish opportunity that comes from our unique and fortunate position as the challenger brand within GroupM. At Maxus we have a mantra to lean into change. In fact it’s really to lead change for our clients, navigating the complexity and embracing the possibilities offered in a digitalised, mobile, always-on media landscape. It’s an incredibly exciting time to lead a media agency.” 
Pattison will be succeeded in the UK CEO role by Nick Baughan, currently the MD.  Baughan will continue to report to Pattison, who said “I am confident that Nick will step into my shoes brilliantly in the UK; he is whippet-smart, highly ambitious, popular and has been instrumental in our growth for the last two years as MD”. 
Baughan joined Maxus in March 2012, having worked at Mindshare for two years as its head of business development. Baughan said “Over the last five years Lindsay has led our team brilliantly in the creation of an agency that has become a major force in the industry.  I'm hugely proud to have been part of that success and even prouder to have the opportunity to lead our incredible team into the next chapter”.

October 09, 2014

Maxus creates partnership between Air France and the Mayor of London for ‘Visit Friends and Relatives’ campaign

Air France has forged a partnership with the Mayor of London to sponsor the first ever ‘Africa on the Square’, a free event taking place amidst the historic surroundings of Trafalgar Square on Saturday 11 October.  Air France is looking to build brand affinity amongst the UK's African communities, in particular the Nigerian community in London. The aim is to increase awareness of Air France as the go-to airline for those visiting friends and relatives in Africa. 
Maxus created, planned and negotiated the partnership with the Mayor of London – an association which aims to build stronger relationships between the Air France brand and the African community.
‘Africa on the Square’ 
Maxus identified ‘Africa on the Square’, which is organised by the Mayor as an ideal opportunity for Air France to engage with the target audience in a meaningful way within a trusted environment. 
Event activities being planned by Maxus will invite the African community to discover more about the airline’s network to Africa and offer fun activities for the whole family.
‘BIG Hello from London!’ digital postcards
At the event, Maxus & Motion Experiential have created a dedicated Air France Friends and Family Hub, where brand ambassadors will invite festival goers to have their photos taken and created into personalised physical or digital postcard that can be shared on their Facebook timeline. There will also be an opportunity to win a pair of tickets to Nigeria or another African destination within Air France’s African Network.
Alongside this event, Air France has been running supporting print activity with African communities press since mid-September.  
Djamila Pethen, Marketing and Partnerships Manager at Air France KLM in the UK & Ireland, said: “We value greatly the custom of the African Communities. Our African network allows seamless travel to many destinations on the continent via our hub in Paris. Maxus has identified the perfect moment in the African cultural calendar to build trusted affinity with this audience. We’re delighted to be aligning ourselves with such an esteemed partner as the Mayor of London to deliver this event.”
Vince Amato, Account Manager at Maxus, said: “The right partnership positions a brand effectively at front of mind amongst its core consumers. We are creating a range of activities inviting festival goers to find out more about Air France’s flight network in a rich, relevant and memorable way, positioning them as the number one carrier of choice for travel to Africa.”

September 25, 2014

Tabasco® brand Pepper Sauce launches ‘Brunch’ campaign with Maxus

Tabasco® is launching a ‘Brunch’ campaign encouraging London commuters to use the famous pepper sauce as a key recipe ingredient at weekend morning meals. The campaign uses media bought and planned by Maxus UK.
The Tabasco® ‘Brunch’ campaign kicks off on 25th  September and runs for two weeks. It includes a partnership with food blogger Niamh Shields through Say Media, consumer press ads, digital display and sampling at London Rail terminals and digital escalator panels on the London Underground. 
Owning the weekend morning meal occasions
Maxus has been tasked with building advocacy of the brand and challenging misconceptions that the product is fiery hot and simply used to add heat to dishes. Weekend breakfast and brunch was identified as the ideal occasion to reinforce Tabasco® as a key ingredient and get people interested in the brand long term. The campaign targets an audience of experimental food lovers at times when they will be thinking about their weekend meals.
Tabasco® as the perfect accompaniment to brunch
Tabasco® and Maxus has teamed up with Say Media in a partnership between food blogger Niamh Shields, author of blog ‘Eat Like A Girl’, to deliver a brunch club that offers recipes using the hot sauce with eggs. This native content will be housed on a microsite that Say Media will push across its network to a wider audience via MPUs and banners. Consumers will also be able to click through to a dedicated Tabasco ‘Brunch’ Tumblr feed with more recipes (
Getting commuters thinking about eggs
Campaign activity focuses on the build up to the weekend, when consumers have more time to enjoy brunch. On Thursdays and Fridays during the campaign, activity will target commuters at major stations including Liverpool Street, Victoria, Euston, Waterloo and more through large format digital displays and displays on Underground escalators, reminding them to try Tabasco® with their eggs at the weekend. Sampling teams at train stations will be handing out recipe kits with samples and vouchers to buy Tabasco®  There is also a partnership with Free Rangers Eggs available in Morrisons and Booths.   Press ads highlighting the versatility of Tabasco®  will run in the Evening Standard, Shortlist, and Metro on Thursday through to Friday to further amplify campaign messaging. 
Claire Fullick, brand manager – Tabasco®, AB World Foods, said: “Maxus has created a campaign that leverages the fact that our target audience are highly experimental foodies. The agency has identified breakfast and brunch on the weekends as becoming increasingly popular with this audience and that eggs are the hero food of this occasion. No one currently owns this occasion and it’s a natural fit for Tabasco®. This campaign allows us to speak with our audience in the right places at the right times and encourages them to re-ignite their passion for  Tabasco®.”
Nick Thirsk, Account Manager, Maxus, said: “Using brunch as a meal occasion and eggs as the versatile ingredient enabled us to make it easier for consumers to get their heads around the concept that Tabasco isn’t just about heat. It’s about building a longer term understanding and knowledge of the product rather than the short term sales-led offers which a lot of other FMCG campaigns focus on.”

September 18, 2014

Metro turns the commute 'Minty Fresh' with FIAT 500

For the first time ever, London Metro is running scented advertisements during London Fashion Weekend
As part of the introduction of the 2014 FIAT 500 range, with its new palette of colours including the fashionable 'Smooth Mint’ FIAT 500 Cult, to further strengthen the brand’s ties to fashion, Metro London is running its first ever ad with scented ink in association with FIAT. 
The campaign was planned and bought by Maxus, with creative from Krow.
The campaign is targeting young, fashion-conscious drivers by promoting the new colours and reinforcing the FIAT brand as fashionable car icon during the biggest event in the fashion calendar, London Fashion Week.
The newspaper will be running two full page advertisements under the headline ‘Eau de New Car’ with a call-out on the front page encouraging people to experience the pages through touch, thereby releasing a refreshing, minty scent.
Kate McLaren, Head of FIAT Brand, FIAT Group Automobiles UK, said: “We have worked with Maxus on a comprehensive media strategy that has helped to establish the FIAT 500 as the fashionable car icon of choice for drivers. This is an exciting, engaging campaign that also promotes the marque’s fun and discerning messaging.”
Gemma Delaney from Maxus said “The FIAT 500 is the market leader and our challenge is to keep the brand fresh and desirable and maintain our progressive market leading position. The target audience is fashionable and stylish in all areas of their lives. Communicating ‘Eau de New Car’ to femmes and hommes is a tongue in cheek way of aligning the brand with the world of fashion whilst achieving huge standout and talkability.”
Sophie Robinson, creative director, Metro said: “We love to push the boundaries and innovate in print. This is another great example of Metro working closely with a client to get real stand-out and surprise our audience during their morning commute.”

September 12, 2014

Maxus welcomes Havas duo as managing partners

Maxus today announces the appointments of Jonathan Wilson and Clare Chapman as managing partners.

As cliient director at Havas media for almost 3 years, Chapman worked with clients including Pernod Ricard, Penguin/Random House and East Coast Trains.  At Maxus she will lead on the L'Oreal media planning and buying business in the UK and Ireland worth £135 million.,

Wilson, also formerly a client director at Havas, joins Maxus to lead the BT account.

Both Wilson and Chapman will report to Maxus MD Nick Baughan.

Nick Baughan, managing director, Maxus said : "We are delighted to welcome Jon and Clare on board as Maxus continues to grow.  I was struck by their fantastic record of excellence in client services, and am confident that they are a perfect fit for Maxus culture and values.

Jonathan Wilson said "I have watched Maxus with interest as it has grown since its inception.  I'm looking forward now to working with what is clearly an ambitious and dedicated team as it continues to develop and flourish".

Clare Chapman said "I am excitied to be joining Maxus.  I've enjoyed an incredible journey with Havas Media, and am now looking forward to a new chapter with Maxus, working on the exciting innovative L'Oreal account.





August 28, 2014

SXSW Interactive 2015 : Vote for Jen!

Our customers have always been driven and motivated by ‘human’ behaviours : emotionally driven to fulfil, needs, problems, desires and stimulation.
A lot of what is discussed at SXSW is how technology (in media) is becoming more ‘human’ in what it is capable of doing and learning
In this short section I am going to suggest that maybe the most successful way to navigate an increasingly digital world is via brands equally becoming more human in the way they build relationships with their customers through the opportunities digital media & technology gives us - See more at:

Maxus Head of Planning Jen Smith needs you to vote for her session 'How To Be Human In A Digital World' and get her on the speaking panel at next year's SXSW.

How To Be Human In A Digital World

Our customers have always been driven and motivated by ‘human’ behaviours : emotionally driven to fulfil, needs, problems, desires and stimulation.

A lot of what is discussed at SXSW is how technology (in media) is becoming more ‘human’ in what it is capable of doing and learning.

In this short session Jen is going to suggest that maybe the most successful way to navigate an increasingly digital world is via brands equally becoming more human in the way they build relationships with their customers through the opportunities digital media & technology gives us.

If you like the sound of the above and want to hear more then please vote for her here :

Vote to see my session at SXSW 2015!

July 24, 2014

Maxus UK has the most sustained growth of the Top 10 media agencies

Maxus UK has established itself (July 2014) as the agency with the most sustained growth of the top 10 media agencies last year, by media agency evaluators RECMA.

In 2013 the agency grew 20% with overall activity rising to £758m (2013) from £632m (2012). RECMA considers Maxus UK to be the 8th largest media agency in the UK (source: Recma).

Retaining and winning new business

The past year has been highly successful for Maxus both in terms retaining existing clients and winning new business. It won the largest media account in the country for the last five years, L’Oréal, along with Avis Budget, BT Sport, and the online and offline business for npower.

Lindsay Pattison, UK CEO, Global CSO, Maxus said: “Our strategy has always been ‘fewer, bigger, better’ in how we approach to new business. This means we step-change our growth, but in a managed way; once we ‘win big’ we close our doors and focus on bedding in the new client and not letting our service slip to our existing, loyal clients. The latest RECMA results show the success of this strategy with 5 years of sustained growth and I am extremely proud of the entire agency and appreciative of the support of our parent companies, GroupM & WPP.”

*Source: RECMA 2013, July 2014

June 10, 2014

Budget presents the ‘Budget and Go Because’ campaign with Time Out, through Maxus Partnerships


Budget, the car hire company is launching ‘Budget and Go Because’, an integrated summer campaign with Time Out, targeting an audience of fun-loving adventure-seekers with quick turnaround competitions for ‘drive off’ holidays.

The campaign was created, planned and negotiated by Maxus Partnerships, with creative from VCCP.

The ‘Budget and Go Because’ campaign kicked off on 27 May and runs until 29 September. It launched with a cover-wrap in Time Out magazine and a Budget brand hub on, live for the duration of the campaign.

‘Drive offs’
Budget is targeting an audience of 25 to 44 year olds, who use car rental as a cost efficient way to enable them to do more of the things they love, whether those are hobbies, sports, festivals or visiting landmarks, along with looking for the best deal with the least stress. Time Out – as the guide to the best city activities and attractions – is a key platform for target audiences to enjoy this content.

Budget is offering audiences four chances to ‘drive off’ on holiday. Various display formats across the will direct audiences to the Budget hub where they will have 48 hours to register their names in a competition to ‘drive off’ that weekend to an exciting destination. A countdown clock running across all Time Out hub pages will ignite during the four ‘Drive offs’ offered throughout the campaign. Winners will get a weekend trip to destinations including Amalfi, Helsinki, Barcelona and Dubrovnik, along with flights, accommodation, spending money and a Budget rental car.

Less stress, more transparency
Along with the competition, Time Out, with Budget has created an interactive widget to help plan holidays, housed on the Budget brand hub on The widget asks visitors to select a destination or interest and offers a selection of activities – including entertainment, food and drink and hotels at a number of destinations including Barcelona and Helsinki.

The campaign is further supported through social media, with Time Out driving conversations towards the Budget hub page.

Darren Peacock, brand director, Budget EMEA, said: “The opportunity to work in partnership with Time Out to create this inspirational campaign was one that we could not turn down. We saw the opportunity very early and the idea grew and expanded. Time Out has provided us with a target audience of consumers who are spontaneous and looking to create new experiences. It allows us to position Budget as an enabler of creating memories and experiences, allowing customers to benefit from a great value mode of transport so they can spend more on the things they love to do.”

Laura Wade, head of Maxus Partnerships, said: “Budget strongly believes that car-hire across the industry needs to be a better experience for the consumer – a straightforward and simple addition to any trip at home or abroad. And for our first campaign together they asked us to communicate its less stress and more transparency message. In addition, they wanted to reach adventure-seekers looking for a simple process for their holiday experience. Without doubt, Time Out is the ideal partner for this campaign, as it’s where our target audience gets inspiration for the best places to see and do things in cities the world over.”

June 06, 2014

Maxus takes fashionistas on a journey inside the Fiat 500


Fiat is offering fashionistas a chance to experience the new interiors and colours of its 500 model through a unique mobile-activated, geo-targeting campaign at selected OOH locations in three major cities across England.

The campaign was created by Maxus, Weve and Ocean Outdoor, with planning and buying from Maxus and creative by Krow and Doner.

The Fiat 500 ‘Cult Couture’ campaign kicked off on 2 June, focusing on high footfall billboards at Westfield in London’s White City, The Screen at New Street in Birmingham and the Liverpool Media Wall, and runs for two weeks.

Virtual test drive experience
Fiat is targeting an audience of fashion-conscious drivers in key pedestrian mall and fashion-led environments, to deliver the message that the Fiat 500 is a fashionable car icon.

The campaign uses Weve’s geo-locating service to engage with consumers with contract smartphones, who have opted in to receive third party communications. During the campaign, when those participating audiences come within a half-mile radius of the three Fiat 500 billboards, they will receive an SMS inviting them to ‘Sit in the chic new Fiat 500’ via their web browsers. Once the user clicks the link, an interactive creative appears allowing the user to move the phone through gyroscopic technology and view the new Fiat 500 interiors in 360 degrees. The creative also invites users to change the interior colours, demonstrating the new range of ‘cult’ trims on offer. Users can also access further information and book test drives through Fiat.

Claudio Annicchiarico, head of digital, Fiat Group Automobiles UK, said:  “The campaign is an exciting integration of traditional outdoor advertising and mobile technology, to highlight the stylish new interiors of the Fiat 500. Using geo-location technology and audience’s mobile phones, we are able to provide users who have seen our outdoor advertising with an immersive virtual experience. They can experience a 360˚ driver’s eye view of our new interiors, images of the new body colours and make enquiries.”

Pierre Paoli, digital account director, Maxus, said: “This latest campaign for Fiat builds on the success of our previous campaigns for the 500. To introduce the new interiors, Fiat and Maxus developed a cross-media approach, aimed essentially at finding the target audience of fashion-conscious, tech-savvy drivers in the environment where they are most likely to engage.”

“We wanted to offer them something different, so we teamed-up with Weve and Ocean outdoor to provide an engaging, immersive experience that offers a unique, virtual experience. As people are evolving into media omnivores, Maxus is pushing to integrate technology that complements their interests.”

May 26, 2014

Maxus unveils ‘hackable’ advertising campaign to launch Ubisoft’s new Watch Dogs game


Maxus is launching Ubisoft’s latest action adventure video game, Watch Dogs, through a  media campaign which includes Europe’s first Shazam-enabled radio ad. The campaign also includes TV, VOD, cinema and outdoor advertising, with media planning and buying by Maxus.

Watch Dogs, tells the story of Aiden Pearce, a brilliant hacker whose criminal past led to a violent family tragedy.  Now on the hunt for those who hurt his family, players will be able to monitor and hack their enemies by manipulating everything connected to the city’s Central Operating System (ctOS). Watch Dogs lets the player use Chicago as their ultimate weapon and exact their own style of revenge.

In a European first, the Shazam app gives radio listeners across Kiss, Kerrang!, XFM and the Capital Network the chance to access promotional content for the game via their smartphones and tablets from the 24th May. A 10 second ad will invite listeners to use Shazam in a 20 second ad to be played a few spots later, in order to gain access to the full length launch trailer.

Across the IGN, CVG and Sky Sports desktop homepages, users can interact with the digital ads via their handheld devices. Using a QR code reader, users will be able to ‘hack’ the ads via their mobile in the vein of Aiden Pearce, altering the layout of the webpage and bringing the concept of the game to life.   

A week long partnership with Spotify will give consumers the chance to win Spotify premium memberships, again using a QR code reader or by entering a URL on your mobile device. Once connected, you will be prompted to draw a series of shapes on your phone to be entered in to an instant prize draw.

Wayne Greenwell, Brand Manager for Watch Dogs at Ubisoft, said: “Watch Dogs is a brand new IP for Ubisoft and is set to be one of the biggest titles in our history. The themes of the game have allowed us to be creative and innovative with our approach to reaching our audience. By including the use of a second screen to interact with our advertising, we have given users the opportunity to experience a fraction of the power that Aiden Pearce enjoys throughout the game.”

Chris Collins, account manager, Maxus, said: “Young gaming audiences demand surprising and innovative ways to capture their imagination. Our media strategy allowed us to bring the game to life through original and innovative use of a multi-platform approach allowing consumers to interact with the campaign on several levels.”

“As part of Maxus’ lean in to change strategy, we secured a European first with the radio-enabled Shazam campaign – an important element that brings the game positioning alive.”

April 25, 2014

Maxus Win 2 Awards at The Drum Digital Trading Awards


We're proud to announce that we were awarded 2 awards at The Drum's Digital Trading Awards.

Both awards were for our Fiat Motherhood campaign, which was awarded 'Best Video Ad Campaign' and was also awarded the 'Chairman's award', chosen by the chair of the judging panel Julia Smith as her favourite campaign.

Well done once again to the Fiat team!