Maxus UK has just launched a new division, Maxus Partnerships; offering brands an innovative partnerships model focusing on collaboration and content, further enhanced by Maxus’ ongoing and significant investment in technology.
The new division will be led by Laura Wade, head of Maxus Partnerships, who joins the agency for this role. Wade will be reporting into Tim Irwin, chief operating officer at Maxus.
Wade joins Maxus from UTV’s talkSPORT and Sport magazine where she was head of digital, working closely with editorial teams and rights holders to create content-led partnerships for sponsors. In September 2012 Wade was responsible for launching the first talkSPORT Sports Connectors Social Media conference. Prior to talkSPORT Wade was at Carat Sponsorship for seven years, working with clients such as Diageo, Airmiles, J&J and General Motors. In 2009, the Vauxhall Tigra sponsorship of Britain’s Next Top Model, led and managed by Wade, won gold at the Hollis Awards.
Maxus Partnerships provides clients with a truly integrated approach to partnerships that has evolved beyond the traditional platform model, to put the emphasis on content and open collaboration with a brand’s audiences. Clients will have access to a team of specialists capable of creating best-in-class work.
Irwin says, “Maxus is a very fast growing agency and so we understand the acceleration of technology, data and the hyper connected and hyper social consumer like no other. The current standard partnership model is still relevant but as consumers and the media landscape change, partnerships must evolve too. We founded Maxus Partnerships as brands are hungry for new ways to reach their consumers and we know how to do this effectively.”
Wade said, “With Maxus Partnerships, platforms no longer form the basis of our ideas or plans – it’s about placing genuine content realised through brand truths and audience insights at the heart. This model suits the rapidly increasing number of brands willing to share that with an audience and those that are prepared for that audience to shape it, comment on it – even edit it. That is a really exciting prospect.”
For more information visit : http://maxusglobal.co.uk/maxus-partnerships
November 20, 2013
Maxus UK is celebrating after taking home two awards at the Campaign Media Awards 2013, including wins for its work with Fiat on the Motherhood ‘Growing up doesn’t mean growing old’ campaign and a joint win with Channel 4 and Drum for Sainsbury’s and BT on ‘The road to London 2012: A marathon not a sprint’ campaign.
Maxus UK was awarded in the following categories:
- Transport – Motherhood - Growing up doesn’t mean growing old for Fiat
- Best Total Communications Programme – The road to London 2012: A marathon not a sprint with Channel 4, Drum and Maxus for Sainsbury’s & BT
Maxus UK was also recognised in the following categories:
- Highly commended in Retail & Home Shopping – A Voyage of Discovery for National Book Tokens with Guardian News & Media
- Finalist in Transport – #YouDrive for Mercedes
Maxus broke convention with its solution for launching the Fiat 500L, choosing to focus on a female audience, communicating to them entirely through social channels. The results were staggering – 4,000,000+ views on YouTube, 18,000 likes and 2,800 comments (with 61% of these organic). The 500L was the most configured car on the Fiat site within one week of launch.
Nick Baughan, managing director at Maxus said: “2012 to 2013 has seen our best ever year of work. Collaboration is at the heart of what we do, with clients, media owners and technology providers, as well as internally, and this award recognises that investment. A huge congratulations to the team.”
Andrew Reeves, account director for Fiat at Maxus said: “It’s great to receive such recognition for our work with Fiat. This campaign leveraged unique insight on the audience to communicate with them on their terms, delivering strong, measurable results for Fiat. This accolade recognises a campaign that broke category norms and we are thrilled.”
November 18, 2013
National Books Tokens is launching its Christmas advertising campaign on today, bought and planned by Maxus.
National Book Tokens is the only gift card sold and accepted in all major bookselling chains and local independent book shops across the UK and Ireland.
The campaign aims to capitalise on the gifting season and to maintain launch momentum for Caboodle, the National Book Tokens’ reward scheme. Caboodle is unique among loyalty programmes because it benefits both the purchaser and the gift recipient. Both parties can sign up to the loyalty scheme to receive relevant news from their local bookshop, as well as special offers –such as free books or discounts – when they redeem or purchase book tokens through their account.
The integrated campaign will run across a combination of print and online media, including national press supplements and consumer lifestyle magazines. It will also employ large format units on national press websites and Facebook and include search and PPC elements. Kitcatt Nohr Digitas is responsible for all campaign creative.
The creative has a competition mechanic where readers have to guess the title of the books depicted.
Katy Clarkson, client services director, Maxus comments, “National Book Tokens is a brand with a long heritage, a strong association with gifting and offers a wonderful way to ensure the next generation of book buyers become familiar with both bricks-and-mortar book shops and physical books.
The Christmas period is the key season of the publishing calendar and launching this campaign in November allows for consumers to be reminded of the benefits of gifting a book token.
The fact that the gift cards are accepted in stores across the UK means that National Book Tokens gift cards provide vital additional footfall to book shops up and down the country.“
Alex de Berry, managing director, National Book Tokens, said, “Christmas is the most important time of the year for book sellers large and small. Our seasonal advertising campaign reminds shoppers of the ease and convenience of gifting a National Book Token. The use of a puzzle based competition mechanic looks set to drive additional registrations to our Caboodle loyalty scheme which is a vital marketing tool for booksellers across the country.
Maxus’ insightful and targeted media plan means our campaign is going to reach those individuals most likely to purchase (or request) National Book Tokens this Christmas.”
November 07, 2013
Following on from the news last week that Maxus UK & Ireland won the L'Oréal account, Media Week writes about the rise of the agency, from 'small shop' to 'big hitter'.
Maxus has come a long way since being born from BJK&E, the agency established back in 1992 as a joint venture between Tempus and Bozell that used to pride itself on being the "small agency for big business".
Acquired by WPP in 2001, it carved a respectable but modest niche, claiming to be the first fully integrated online and offline planning and buying operation. It had around £60 million worth of billings for the likes of Mercedes-Benz, Chrysler, Eurosport, Seiko and the video-game maker Ubisoft.
But all that changed in October 2008, when WPP unveiled plans to create its fourth global media network, Maxus, and rebranded BJK&E as its UK launch pad. Kelly Clark, then the chief executive of Maxus, called the London launch "absolutely essential" and "crucially important" to its ambitious growth plans.
Its approach to new business has been to home in on the big-ticket accounts, winning BT (£110 million) in 2009, Barclays (£80 million) in 2011, Associated British Foods (£27 million) in 2012 – and now, to the detriment of ZenithOptimedia, L’Oréal (£135 million).
But such growth has not come without a price. The loss of Mercedes-Benz last week means only Ubisoft has survived the transition from BJK&E. Of its former 35 staff, fewer than ten remain –most notably Tim Irwin, now the chief operating officer, but also the client service directors Katy Clarkson, Louise Reid and Andy Benningfield, and the account director Chris Place.
"It’s very different from the BJK&E days," Irwin admits. "We are a global business now with support from Group M and have undergone major structural developments."
The agency today has 200 staff and billings are expected to total around £450 million this year, enough to unseat Publicis Groupe’s Starcom MediaVest Group and ensure all four Group M agencies sit among the seven largest UK media shops. "We’ve been growing every month for the past five years, especially in non-traditional areas such as SEO, pay per click, social media, analytics and effectiveness and technology," Irwin says. "But we’ve kept the intimate and friendly ethos. We’re all on one floor with a fairly flat structure."
A major step-change for the agency came with the arrival of Lindsay Pattison as the chief executive in October 2009. Her warmth and passion helped humanise a business that, despite its success, suffered from the perception of merely being a Group M overspill. Pattison has realigned the agency around four key pillars: passionate, agile, collaborative and entrepreneurial.
L’Oréal’s media manager, Gayle Noah, says it was the agency’s "consistent strategy" and "core business values" that won the day, in addition to the team’s "enthusiasm and passion", as well as its "strength in depth".
Pattison herself is the first to acknowledge the group effort involved and cites 28 different Group M operations that helped win L’Oréal. They include the consumer insight specialists Kantar and Millward Brown, along with MEC (which has the business in Canada and Germany) and Mindshare (which looks after the cosmetics and beauty brand in China and Mexico).
Maxus’ challenges are far from over, and time will tell whether its latest client lives up to its "L’OréHell" reputation, although the agency seems to have bedded in the demanding BT.
The WPP chief executive, Sir Martin Sorrell, was among the first to congratulate the London shop, sending a Balthazar of Champagne. Asked to comment about Maxus, Pattison and L’Oréal, he opted for just one word to describe all three: "Wonderful."
November 04, 2013
Maxus For Business has just launched, a new division from Maxus UK, offering B2B brands access to both specialist expertise and the latest technology along with GroupM buying scale.
The new division will be led by James Bailey head of Maxus For Business, and he will be reporting into Nick Baughan, Maxus UK MD.
The new division provides clients with an integrated, specialist media planning and buying offer. Core services include business, marketing and communications planning, strategic analysis of marketing spend and bespoke audience insights as well as advanced data reporting & visualisation.
Maxus For Business’s foundation clients include UPS, Barclaycard GBS, Barclays Corporate and Investment Banking, Ricoh, Osram, The Financial Times, Plusnet Business and BT Business.
Maxus for Business benefits from Maxus UK’s innovative approach to the changing media landscape offering B2B businesses the chance to capitalise on programmatic display buying, video-on-demand, content marketing and social media alongside all the traditional routes to reach their target audiences.
Nick Baughan, managing director, Maxus UK said: “B2B clients face a tough choice when it comes to agencies. Traditionally these brands have had to choose between full service agencies which lack any real B2B expertise or a specialist B2B agency without access to the best talent or latest technology.
At Maxus we have always had a great portfolio of B2B brands including UPS, BT Business and the like and setting up Maxus For Business is the next logical step.
We want to be the go-to agency for all B2B advertisers where they will get the best specialist expertise, the most advanced tools and technology available as well as the buying clout of GroupM.”
James Bailey, head of Maxus For Business, said “We’ve been monitoring the market and conducting research amongst business professionals and the time is now right to launch a specialist B2B offer. We know business people are keen to find out more from relevant brands and are not only hungry for information and promotions they also want to be inspired and educated. We’re launching with some of the biggest names in the sector as our clients and our recent accolades at the M&M Global Awards prove that Maxus for Business is one to watch.”
October 31, 2013
Maxus has won L’Oréal’s media planning and buying account in the UK and Ireland. The contract will begin from 1st January 2014 and is worth around £135m in billings.
The account comprises media planning and buying duties across all L’Oréal brands in UK & Ireland, including L’Oréal Paris, Maybelline, Garnier, Lancôme, YSL, Vichy, L'Oréal Professionnel and Kérastase.
The pitch process was started in June and was managed by Gayle Noah, L’Oréal UK & Ireland’s Media Manager and media consultancy ID Comms.
Lindsay Pattison, CEO, Maxus said: “We are thrilled to be working with L’Oréal who own some of the world’s most iconic brands. The pitch process was both innovative and extremely rigorous and gave us real insight into L’Oréal’s business. We cannot wait to get started!”
Gayle Noah, Media Manager L’Oréal, said: “We ran a comprehensive review, and the three final agencies, Maxus, PHD & ZenithOptimedia competed at an extremely high level. Maxus clearly demonstrated their passion for beauty, insightful consumer understanding and best-in-class integrated strategic planning capabilities. We believe that Maxus will help us step-change our thinking and become strong partners for business growth. We would like to thank the team at ZenithOptimedia for their great service and delivery over the last eight years.”
October 22, 2013
The WPPed Cream awards are for great work across the WPP agencies worldwide. In this year's awards, Maxus UK won a WPPed Cream award for our work on the Mercedes #YouDrive campaign - check out our case study here
For more on the awards search the media category on the WPPed Cream website.
October 01, 2013
Maxus have been shortlisted in 3 categories at this years 2013 Campaign Media Awards.
Our #YouDrive campaign has been shortlisted in the Transport category, alongside our 'Growing Up Doesn't Mean Growing Old' campaign for Fiat.
We have also been shortlisted in the Retail category for our 'Literary Voyage of Discovery' Campaign for National Book Tokens.
Well done teams.
September 26, 2013
Maxus UK are celebrating today after winning 2 awards at the Mobile Marketing Association (MMA) Global Smarties 2013. The Smarties is the only awards programme that recognises best in class mobile work from around the world, and this year saw submissions from over 36 countries.
Maxus UK won SILVER in the Channel/Media Strategy Awards, Cross Media Integration and GOLD in the Marketing Strategy Awards, Product/Services launch for our Cannes award-winning campaign Mercedes #YouDrive.
September 01, 2013
Npower has appointed Maxus UK to its digital media planning and buying account, ahead of a major marketing drive and following the hiring of McCann Manchester to the ad business last month.
Maxus will start in September and handle all digital services, including natural and paid-for search, affiliates, digital display, social and content creation.
Maxus won the account in a final six-way pitch, after a three-stage review process.
Npower previously worked with LBi and Vizeum on its digital business. Vizeum will continue to run the offline media planning and buying business.
Jon Drinkwater, the head of digital at npower, said consumers increasingly select and run their energy supplier online, so the brand needed to communicate with them "at every step of their journey".
A 15-strong Maxus team will work with the npower digital marketing division, ahead of a marketing push focusing on what the energy supplier has called a "customer-centric" approach to the 6.5 million customers it serves with electricity, gas and energy.
Drinkwater said: "Because of the changing nature of the domestic energy market, digital has become an increasingly important part of our marketing and communications tool-kit. In Maxus we’ve found an agency that’s innovative, driven and hugely insightful about consumer behaviour."
Tim Irwin, chief operating officer at Maxus UK, said: "We start in September which is timely as this is when people consider the approaching winter and think about heating bills.
"This is a significant win for Maxus’ digital division which has seen strong performance and 25 per cent growth this year."
July 30, 2013
We're thrilled to be the world’s fastest growing media agency network (with billings in excess of $1bn)* for the fourth year running, according to media agency evaluators RECMA. In 2012 we grew 30% with global overall activity rising to $ 8,785m (2012) from $6,767m (2011). RECMA now considers Maxus to be the 12th largest media agency in the world.
We are WPP’s youngest media network and we were set up in 2008 to take advantage of the opportunities created by the digital age. We pride ourselves on being a global network of local agencies, focused on large local business (BT, ABF in the UK, Tata in India, Telecom Italia in Italy) and handling several international clients such as Fiat, UPS and Church and Dwight.
Sir Martin Sorrell, CEO, WPP said “In the context of the media investment management market, Maxus is different – it’s newer, it's fresher. It’s the only network created in the digital age and provides a real alternative and distinct differentiation for clients. It’s a fabulously successful part of GroupM, who in turn are a fabulously successful part of WPP. We are very proud of it.”
Dominic Proctor, President, GroupM Global commented "Maxus has been an amazing success story and continues to grow rapidly. The agency is a really important part of GroupM and WPP and we are very confident of future success."
Vikram Sakhuja, Global CEO Maxus added: "We are absolutely delighted to be the fastest growing agency network four years running. What's particularly exciting is that at 30% we've grown 2-3 times faster than other established networks. Maxus' vision is of providing 10 out of 10 client delight. Our approach of leaning into change to manage today's media complexity seems to be working. We work hard at ensuring that our agility and entrepreneurship grows even as we become bigger."
*Source: RECMA 2012, 25 July 2013
June 18, 2013
Maxus UK is celebrating today as, Georgia Lindsay and Yewande Sokan, its Young Lions team scooped the Gold Media Young Lions Award at Cannes. They had just 24 hours to develop an innovative media strategy for Médecins Sans Frontières /Doctors Without Borders (MSF). MSF is an international medical aid agency providing free medical care to people in desperate need in over 65 countries.
The Young Lions Media Competition challenges teams from all over the world to develop an innovative media strategy for a charity. The 2013 creative brief set by MSF was disclosed to the 26 teams on 16 June. The teams then had a night to mull the brief over and twelve hours the following day to create their media campaign. The brief asked for a campaign targeting young people aged between 25-39 and had a budget of £25,000.
Yewande and Georgia’s strategy recommended that the targeting was further narrowed to focus solely on young women. The campaign hinged on the idea of women being prepared in life and how they plan ahead for life’s challenges.
Lindsay Pattison, Maxus UK CEO & Global CSO said: Maxus UK says "The Young Lions awards are our industry’s Olympics and showcase the best young talent from around the world. It’s an amazing achievement for Georgia and Yewande to win and they did this through their creative use of media strategy for Médecins Sans Frontières.
At Maxus, we champion and invest in our young talent as clearly they are our future and over 70% of our team is aged under 30, so, to benefit from the next generation’s brightest talent, we work really hard to both attract and retain them.
We're absolutely delighted."
"We set the teams a challenging brief to develop an innovative media campaign targeting younger audiences to encourage them to make regular donations to MSF," says Polly Markandya, MSF UK's Head of Communication.
"We were blown away by the energy and creativity of all the competitors and their ideas," says Marcus Dunk, MSF UK's Creative Content Manager."
Young Lions teams consist of pairs of individuals aged 28 or under, and only one team per country can compete at the Festival. The teams are selected following an initial competition organised in their home country, and so only the most promising team is given the opportunity to represent their country at Cannes. The UK’s representatives were selected following a competition organised by Guardian News & Media
June 18, 2013
Maxus UK is celebrating after securing a silver accolade at the prestigious Cannes Media Lions awards that took place yesterday.
Maxus won a Silver Lion for its ‘Mercedes #YouDrive’ campaign in the media Cars & Automotive Services category
Maxus harnessed the dual-screen trend for world’s first Twitter-led TV ad for Mercedes.
Mercedes tasked Maxus with launching the new A-class, its most important launch in 60 years, to a new, younger audience. This meant shifting youthful perceptions of the luxury car marque to make Mercedes more relevant to this younger audience. Aware that young people expect to drive content and conversations Maxus combined this with the trend for dual-screening, and handed viewers the power to drive the world’s first audience-driven TV commercial. Using Twitter, viewers decided the action of a real-time story told over three commercials shown during The X Factor. Twitter and web activity was supported by other buzz-building activity following movie launch conventions.
Lindsay Pattison, Maxus UK CEO & Global CSO said: "The fact that Maxus has won an award is phenomenal. The Cannes Lions are the highest accolade globally for our industry and are recognition of our Lean into change philosophy, with this massively innovative multi-screen, cross-platform campaign for Mercedes-Benz.
The #YouDrive campaign was a fusion of creative insight and consumer analysis that created comms in a way that was meaningful for this audience. The social media buzz was mind blowing with over 103m twitter mentions - but more importantly it secured hard business results for the A-Class."
The #YouDrive campaign can be viewed here.
June 17, 2013
GroupM supports young talent via Cannes Young Lions Programme Maxus, MEC, MediaCom and Mindshare all actively participating
GroupM, parnt company of WPP's media agencies, is demonstrating its ommitment to the advertising industry's future stars through its extended participation in this year's Young Lions programme at the 2013 Cannes Lions Festival of Creativity.
Each year, the prestigious Cannes Young Lions competitions, tailored academies, master classes and exhibitions help educate and nurture young talent from around the world. The goal is for every young delegate to leave Cannes more inspired, more aware and more prepared for the professional challenges and opportunities that lie ahead
Judging: executives chosen to select this year’s Young Lions regional finalists include MEC UK’s chief strategy officer, Stuart Sullivan-Martin; MediaCom USA’s Chris Pyne, chief product officer; MediaCom Australia’s James Ledger, chief client officer, and Will Worsdell, head of strategy.
Competition: four teams of young delegates aged 28 or under from Maxus, MEC and Mindshare will represent their agencies and countries in the final competition in Cannes this month. Teams are given 24 hours to work on their media strategies for a charity whose identity and objectives are revealed during the Festival, and then each team has five minutes to present to a four-person panel. This year’s “final four” are:
- Maxus UK – Georgia Lindsay and Yewande Sokan
- Maxus Spain – Elena Castán and Azahara Vera
- MEC Germany – Maria Polnjakov and Viktoria Lipps
- Mindshare Argentina – Cynthia Soledad Recchi and Victoria Iviglia
Young Media Academy: MediaCom USA’s CEO, Sasha Savic, will head to the Young Lions Zone on Wednesday, June 19, to share his thoughts on the importance of creativity and storytelling, and to provide his personal take on the future of the media industry.
GroupM’s participation comes on the heels of its 2012 performance, which featured five final teams from across the agencies and a Silver Lion for MEC UK, the first-ever medal for a GroupM UK team in the competition.
Dominic Proctor, President of GroupM Global, said, “Young Lions showcases the best up and coming talent in the world, so it’s a huge accolade to have so many representatives from our agencies competing. I wish all of our finalists the best of luck!”
The Cannes Lions Festival of Creativity, the biggest global gathering for professionals in creative communications industries, celebrates its 60th anniversary this year.
June 17, 2013
Maxus UK have been shortlisted in 2 categories at this years Cannes Media Lions.
Our work for Mercedes-Benz #youdrive campaign has been shortlisted in the automotive category and 'best use of screens'.
Congratulations to the Mercedes team for all their work onthis campagin.