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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 timeout.com, 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 timeout.com 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 timeout.com. 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.

http://www.digitaltradingawards.com/results

Well done once again to the Fiat team!



April 24, 2014

Maxus & GroupM Awarded npower Pan-European Media Duties

Maxus are delighted to announce that npower has appointed them as their offline media agency in the UK. 

Maxus were also appointed to their UK digital media planning and buying account last year following a separate pitch.

GroupM will assume responsibility for all RWE companies in Germany, the Netherlands, the UK, the Czech Republic and Poland.

The decision was made following a multi-stage international agency pitch process. From the three candidates remaining in the final round, RWE chose GroupM.

"For the first time, we looked for a media agency on an international level in order to maximise synergies for the Group. GroupM provides us with cutting-edge expertise on excellent terms", explained Sabine Schmittwilken, Head of Group Brand Communications at RWE AG. The marketing heads for the various RWE subsidiaries as well as RWE Group procurement jointly decided on GroupM.

Jürgen Blomenkamp, Global Investment Chairman at GroupM: "The GroupM agencies Maxus and MediaCom impressed RWE at a pan-European level and will advise this blue chip customer on innovative communication solutions in the future. We are very much looking forward to working together.



April 22, 2014

Barclays work shortlisted in Brand Republic Digital Awards

 

Maxus have been shortlisted for their work for Barclays in this years Brand Republic Digital Awards.

There were more than 400 entries and these have been wittled down to determine the very best of the sector’s creative work.

The winners will be announced at the Brand Republic Digital Awards ceremony on Tuesday 3 June at Troxy.

Good luck to the Barclays team!



March 31, 2014

Maxus Shortlisted In The Drum's Digital Trading Awards

Maxus have been shortlisted for 2 awards in this years The Drum Digital Trading Awards.

Their Campaign Media Award winning campaign for Fiat 'Motherhood' has been shortlisted by Best Video, along with their work on the Barclays 'LifeSkills' campaign, which has been shortlisted for Best Paid Social Campaign.

The awards ceremony takes place in April - good luck to both Fiat & Barclays.



March 24, 2014

Maxus Partnerships brings together Twinings and The Huffington Post UK for ‘Make Work Wonderful’ campaign

 

London, 24th March 2014 – Twinings has today launched its first ever content partnership and digital campaign, ‘Make Work Wonderful’, which includes a new channel on The Huffington Post UK’s Lifestyle section. The campaign, an extension of the current Infusions TV and radio campaign ‘Make Water Wonderful’, is targeting working women aged between 25-45 and aims to increase awareness and trial of the Infusions range.
    
The campaign was created, planned and negotiated by Maxus Partnerships.

Great tasting content   
The existing Twinings Infusion TV advertising campaign (creative by AMV BBDO London) has begun to establish Infusions as an alternative to water. The partnership with The Huffington Post UK aims not only to position Twinings Infusions as a way to make water more interesting, but also to create a ritual that lifts the working day spirit. This will be achieved through the creation of specially devised content targeting women at work, as well as utilising The Huffington Post’s new native ad format Sponsor Monster.

The channel will feature a mix of editorial and sponsored content that will go live at 3pm each day, a time when many office based workers experience a ‘dip’ in energy and are looking for an alternative to water. The content will also be distributed across the social platforms of both Twinings and The Huffington Post UK. The entertaining and shareable content will include topics such as, 10 reasons gossiping is good for the soul and, the best ways to maintain a healthy Work/Life balance.

Enhanced Reach
In addition, the campaign will be supported by a significant SEO programme and blogger outreach activity and the content will also be distributed across the Taboola platform, ensuring the content can be easily discovered.

The campaign’s reach will also be further extended beyond The Huffington Post UK to other publishers utilising rich media ad formats across AOL's market leading ad network advertising.com.

The ‘Make Work Wonderful’ campaign will be further underpinned by an UK-wide office sampling tour.  A ‘tea-party’ will be held at The Huffington Post’s London office on 25th March.

James Smith, head of connections at Twinings said, “Our Twinings Infusions audience is working women – especially those based in offices – looking for a great afternoon alternative to water. Our core consumer is both health conscious and career minded, so the editorial policy of the Make Work Wonderful hub will reflect their interests.

“The Huffington Post UK’s creation of this dedicated hub ensures that we’re building an understanding of what makes our customers tick, specifically the impact Twinings Infusions can have on improving their working day. Delivering engaging digital content alongside focused activity to our target audience, whilst uncovering valuable consumer insights.”

Carla Buzasi, The Huffington Post UK editor-in-chief and global editorial lifestyle director, said “Taking a few moments out of your day is proven to be hugely beneficial for your health and mind, and something we’re big advocates of at HuffPost Lifestyle. Features and blogs on work/health related topics have proven to be exceptionally popular with our users. So, in partnership with Twinings we decided to create a place where women could take time out of their busy lives to share experiences and kick-start conversations with like-minded people.”

Laura Wade, Head of Maxus Partnerships, commented, “We all know content is key in reaching consumers these days, but you need more than just amazing content. Brands need to understand their audiences and this is an amazing opportunity for Twinings Infusion to find out what its audience watches, comments on and shares. The Huffington Post UK, a highly progressive publisher, has created the ideal platform to create, track and evolve content that excites Twinings Infusion’s core audience.

“The partnership between Twinings Infusion and The Huffington Post UK is a shining example of the success of our partnership programme.”



March 24, 2014

More Than A Beauty Parade : Advertising Week Europe

 

Last year L’Oréal reviewed its £135m media business through intermediary ID Comms. This was the biggest pitch of the past three years and ended with Maxus being appointed as L’Oréal’s media agency in the UK & Ireland.

Come along to our session at Advertising Week Europe on 31st March 9.45am.   Chaired by Arif Durrani, Editor of Media Week, this is an opportunity to hear from all three perspectives; agency, consultant and client, giving their unique take and insight on what it takes to find the perfect partner.

The 'More Than a Beauty Parade' panel consists of Gayle Noah, Pitch Leader at L’Oréal; Lindsay Pattison, CEO of Maxus UK; and David Indo, Founding Partner at ID Comms.

Arif, well known in the industry for his journalistic rigour, will take the audience behind the scenes on this mega media pitch. Not only will he be questioning the panel about how the media pitch process works, but he’ll also be uncovering what big brands look for when choosing agencies. Drawing on the panel’s expertise he’ll shed light on the real role of the intermediary and clear up long standing myths about media agency/client relationships.

Arif will also challenge the panel about how technology is changing the media/consumer landscape and the effect this has on what media agencies offer and what clients want.

To find out more take a look at the event calendar.

Last year L’Oréal reviewed its £135m media business through intermediary ID Comms. This was the biggest pitch of the past three years and ended with Maxus being appointed as L’Oréal’s media agency in the UK & Ireland. Chaired by Arif Durrani, Editor of Media Week, this is an opportunity to hear from all three perspectives; agency, consultant and client, giving their unique take and insight on what it takes to find the perfect partner.

The 'More Than a Beauty Parade' panel consists of Gayle Noah, Pitch Leader at L’Oréal; Lindsay Pattison, CEO of Maxus UK; and David Indo, Founding Partner at ID Comms.

Arif, well known in the industry for his journalistic rigour, will take the audience behind the scenes on this mega media pitch. Not only will he be questioning the panel about how the media pitch process works, but he’ll also be uncovering what big brands look for when choosing agencies. Drawing on the panel’s expertise he’ll shed light on the real role of the intermediary and clear up long standing myths about media agency/client relationships.

Arif will also challenge the panel about how technology is changing the media/consumer landscape and the effect this has on what media agencies offer and what clients want

Read more at http://advertisingweek.eu/calendar/#OMzfgPXoycCpIpf4.99


March 20, 2014

Maxus UK presents at AWEurope with L'Oréal, ID Comms and Media Week

 

 

 

 

 

 

Maxus UK are presenting at this year's AdWeek Europe on Monday 31st March at 9:45am on the Channel 6 stage @ The #AWEurope Underground. The 'More Than a Beauty Parade' panel consists of Gayle Noah, Pitch Leader at L’Oréal; Lindsay Pattison, CEO of Maxus UK; and David Indo, Founding Partner at ID Comms.

Last year L’Oréal reviewed its £135m media business through intermediary ID Comms. This was the biggest pitch of the past three years and ended with Maxus being appointed as L’Oréal’s media agency in the UK & Ireland. Chaired by Arif Durrani, Editor of Media Week, this is an opportunity to hear from all three perspectives; agency, consultant and client, giving their unique take and insight on what it takes to find the perfect partner.

Arif, well known in the industry for his journalistic rigour, will take the audience behind the scenes on this mega media pitch. Not only will he be questioning the panel about how the media pitch process works, but he’ll also be uncovering what big brands look for when choosing agencies. Drawing on the panel’s expertise he’ll shed light on the real role of the intermediary and clear up long standing myths about media agency/client relationships.

Arif will also challenge the panel about how technology is changing the media/consumer landscape and the effect this has on what media agencies offer and what clients want.



February 20, 2014

Maxus Win Most Beautifully Buzz-Worthy Campaign

We picked up another award last night for our Mercedes-Benz #YouDrive campaign - the world's first twitter-led TV ad.

Mercedes harnesses dual-screen trend for world’s first Twitter-led TV ad
Read more at http://www.creativeshowcase.net/most-beautifully-buzz-worthy-0#frRdcWE2QjbqXcJf.99

The campaign was awarded the 'Most Beautifully Buzz-Worthy' Campaign in IAB's Grand Prix Creative Showcase Awards.

To find out more about the campaign take a look at our case study here

Well done once again to the team who worked on this great campaign.



January 30, 2014

National Geographic Channel revs up its sponsorship with biggest ever deal

Deal: The sponsorship kicks off tomorrow

National Geographic Channel today announced it has signed a sponsorship agreement with Jeep Grand Cherokee alongside its prime time programming in the UK.  The seven figure deal is the biggest in the history of National Geographic Channel and was created and negotiated by Maxus Partnerships.

The sponsorship starts on 1st February and will run for one year. Every day National Geographic Channel’s prime time programming will be introduced by Jeep’s impactful sponsorship idents – drawing a close association between these two iconic brands.  There will be over 1,300 sponsorship idents shown over the year totalling 78,000 seconds of Grand Cherokee branding which will reach 2.7 million upscale men.

As part of the sponsorship deal, Maxus Partnerships has created a programme of activities including short form content, a pop-up dealership in London’s National Geographic store, a second-screen app and a competition mechanic to support the campaign.

National Geographic Channel’s award-winning creative team will be producing a series of documentary-style content pieces, bringing to life the unique aspects of the Grand Cherokee.  National Geographic presenter Tim Shaw (Car SOS, None of the Above), who is a keen motor enthusiast himself, will act as spokesperson for this amazing model. These spots will run across the Sky Media portfolio reaching 6.4 million upmarket men in the UK.

The deal was brokered by Laura Wade, head of Maxus Partnerships, Wesleigh Lewis at Sky Media and Sophie Lintott at National Geographic Channel.

Damien Dally, head of brand – Alfa Romeo, Fiat Group UK, said: “The Grand Cherokee target audience are inherent adventure seekers, and this partnership with National Geographic allows us to align with exciting programming as well as create bespoke content that resonates with them.”

Sophie Lintott, Brand Partnerships, FOX One Stop Media, said: “We are delighted to have Jeep Grand Cherokee on board as sponsors of National Geographic Channel.  We feel it’s an excellent brand fit, with both companies being closely associated with innovation and quality – brands that you can trust.”  

Laura Wade, head of Maxus Partnerships, said: “To have brokered the biggest sponsorship agreement in the history of the channel is a great achievement for Maxus Partnerships. This is a genuine collaboration with multiple activation points throughout the year.”



January 27, 2014

Maxus Announce Options/Absolute Radio Partnership

 

Options, the UK’s number one low calorie hot chocolate brand kicked off the next phase of its media activity this month, a partnership with Absolute Radio. This includes sponsorship of the station’s weather forecast, starting today.  

Options hot chocolate is made from real Belgian chocolate and offers a guilt free ‘chocolate treat’ without any heavy calorie penalty, as its drinks range from just 40 to a mere 60 calories per serving. In 2013 the brand launched several pieces of NPD; including new Butterscotch and Toffee flavor limited editions.

The Absolute Radio activity is the latest phase of Option’s winter campaign – 'Free Your Chocolate Desire’ – which has been targeting calorie conscious women via Video On Demand (VoD), digital advertising and competition activity. The ‘Free Your Chocolate Desire’ campaign has been themed around the drink’s unique combination of real Hot Belgian chocolate and its low calorie count.

The VoD shows a woman shattering a chocolate bunny supported by a voiceover saying, “Goodbye guilt, hello Options hot chocolate". The campaign combines an 'always on' element with a weather activated component triggered when the temperature plummets below average for the time of year and region of the country. As part of the campaign initiatives, a competition for listeners to win a ‘warming’ trip to Dubai aired from 6th January 2014 on Absolute Radio, and all activities will run until mid-March 2014.

Jean Briden, marketing manager, Twinings, said, “Options is the perfect January indulgence. It’s low calorie, extremely chocolatey and warming. Our campaign perfectly targets the many women who are calorie conscious – their magic bullet is a delicious chocolate treat without a stiff calorie penalty and Options with its Belgian chocolate taste is the perfect answer to this. Sales increase in cold weather and this fact coupled with January’s traditional focus on dieting and healthy eating made this an ideal time to run our biggest campaign of the year.”

Emily Rich, business director, Maxus, commented, “We’ve developed a clever campaign that maximises the fact that cold weather has a huge effect on Options’ sales, while at the same time targeting Options’ core consumer, the many women who are calorie conscious.  Weather activation is something that couldn’t be achieved using TV advertising due to its lead times, hence why digital and VOD has been such a good fit for the brand. The Options sponsorship of Absolute Radio’s weather forecast will further build on the Options cold weather association and Absolute Radio’s core demographic is an ideal match for the Options consumer.”



January 24, 2014

Lindsay Pattison Selected By Director as Woman Changing The Business World

 

Lindsay Pattison, CEO at Maxus UK and CSO at Maxus Global, has been selected by Director magazine as a candidate for its Women Changing the Business World campaign, in a list of nominations announced today.

The Women Changing the Business World campaign was set up by Director magazine in 2013 with an aim to discover the women who are transforming British business. In the September 2013 issue, Director readers were invited to nominate acquaintances or women they have read about or come across, who have made a significant impact on business.

Lindsay has been nominated alongside Jo Lawrence, founder, Pink Plumbers; Mhairi McEwan, co-founder and chief executive, Brand Learning; Joni Farthing, director, Women Outside the Box and Helen Hammond, owner and MD, Elephant Creative.

Lindsay is currently vice president of WACL (Women in Advertising and Communications), stepping up to president in July this year and is the first female agency head to join the World Economic Forum Global Council on the Future of Media.

The shortlist was chosen by a combined vote from Director readers and a panel of judges, that included Carol Bagnald, HSBC regional commercial director for London, Lysanne Currie, editor, Director magazine and group editor, IoD, Dharshini David, business presenter, Sky News and more. The full Women Changing the Business World shortlist will be published in the next issue of Director magazine (February), which will invite readers to vote for their chosen candidate. The winner will be announced in March 2014.
 
Jen Smith, head of planning at Maxus, said: “Lindsay is a huge supporter of promoting women in business, from ferociously using her profile to discuss issues in the social sphere through her blog on Huffington Post, to actively living the values she espouses in how she conducts herself and her business on a day to day basis. Lindsay is driven by a belief that gender doesn’t matter, as long as you are authentic and that you ‘lean in’. I’ve known her for a long time and I couldn’t agree with this nomination more – Lindsay is a fantastic leader and business woman.”