Following a competitive four-way review across London and New York, dmg::media has appointed Maxus as its primary marketing and media agency in the UK and North America.
Maxus will provide consultancy support to the dmg::media brands, The Daily Mail, The Mail on Sunday and MailOnline, and assume responsibility for brand-specific buying in paid-for media in the two markets.
Roland Agambar, CMO, dmg::media said, "We were incredibly impressed by the calibre of the agencies pitching and the quality of the presentations. Maxus stood out because of its point of view on our market opportunities and challenges and the innovative approach they intend to take to help us address them".
Nick Baughan, Chief Executive, Maxus UK commented, "It's great to be recognised by dmg::media as its agency of choice and we look forward to working with the team in September".
At Maxus we have decided to do Cannes a little differently from the others by sending some of our youngest, brightest stars to attend the festival alongside our senior team.
Follow us at www.maxusatcanneslions.com as we navigate the festival, offering insight into the biggest news through the eyes of media industry authority figures alongside the next crop of future leaders, ready and eager to add a fresh perspective to the classic Cannes event.
Today we announced the appointment of Anna Hickey as managing director.
Anna joins us from GroupM Primus, where she has been successfully leading the entire Johnson & Johnson business in 6 markets across Northern Europe. Her remit at Primus involved recruiting and establishing a multi-specialist team to service J&J and establishing a functionally operational new agency. She was also chair of the Commercial Strategy Board for MEC UK, tasked with overseeing critical strategic focus for the agency, as well as sitting on the Strategic Leadership Board for MEC.
In her new role here at Maxus, she will be responsible for managing client relationships, new business and consultancy and will report to chief executive Nick Baughan.
Nick Baughan, chief executive, Maxus, said: “Anna has a terrific track record of agency leadership and client services, as well as a proven entrepreneurial spirit. She is the epitome of all our values and is absolutely the right person to help us take Maxus into its next phase of growth and development.”
Anna Hickey said: “I am thrilled to join the Maxus fold at this exciting chapter in its story. I love the team’s ambitious energy and am looking forward to working with a great set of people and a great set of clients.”
Maxus, Microsoft Advertising and FIAT, Krow Communications and Doner, today launches the final phase of the industry-first digital advertising campaign for Xbox One and Xbox 360 developed to support the launch of the new FIAT 500X, featuring an interactive illusion created by magician Dynamo. “The Power of X” campaign, launched at the end of 2014, has been designed to raise awareness of the new car between its debut at Paris Motorshow in October 2014 and the official commercial launch date in the UK, 24th April, when the marketing and communication strategy will further focus on product characteristics.
In a first of its kind Xbox innovation, Dynamo speaks directly to the person participating in the illusion, asking them to select a series of options culminating in Dynamo correctly guessing the final scenario featuring the FIAT 500X. The campaign also incorporates a Kinect-enabled feature that unlocks more content from the celebrity magician himself.
The first stage of “The Power of X” FIAT 500X/Dynamo campaign has been live across Xbox, Skype, MSN, Outlook.com and Windows 8 for the past three months. The dedicated hub invited audiences to sign-up and receive new information on the product, as well targeting teasers to the Dynamo partnership – for example through themed Avatar props. Comprising chapters of content, new experiences were unlockable through engagement with the devices or via online platforms, thereby maintaining excitement and interest in the campaign across multiple screens.
The primary phase has seen strong engagement, reaching a huge average of four minutes and 20 seconds dwell time on the creative platform, which is expected to increase with the launch of Dynamo’s latest illusion on FIAT 500X.
Owen Sagness, General Manager at Microsoft Advertising UK, says: “Microsoft’s commitment to utilising insights to help brands create opt-in experiences, in the right moment, on the right platform, rather than just simply buying advert is at the heart of this campaign with FIAT and Maxus. By creating a holistic picture of FIAT’s audience, our platforms offer consumers relevant content in the moments that matter. This interactive illusion is a first for Xbox and through creative sequencing, we have been able to reach consumers with a consecutive message, encouraging and continuing seamless engagement across devices.”
Michelle Davis, Digital Communications Manager at FIAT UK comments: “The FIAT 500X launch is a crucial moment for the FIAT brand in 2015. For the first time, FIAT is entering the crossover vehicle segment, meaning that FIAT needs to introduce itself to a new audience, offering them experiences that are in line with their expectations. This latest phase brings another fantastic illusion from Dynamo which, like the car itself, is full of surprises. We know Microsoft’s breadth of cutting-edge platforms, and in particular Xbox highly with FIAT 500X audience of ‘stylish adventurers’ and the success of the campaign to date is already evident in the dwell time figures. We look forward to seeing what our audience think of the latest creative instalment.”
Pierre Paoli, Maxus says: “This campaign has always been about creating something unique and the blend of FIAT, Dynamo, and Microsoft as brand partners has created just that. The seamless cross-screen offering from Microsoft combined with Dynamo’s individuality and his fantastic illusion complements the essence of the new FIAT 500X perfectly.”
Try out Microsoft and Dynamo’s illusion for yourself on any Xbox 360 and Xbox One connected to Xbox LIVE.
We are excited to once again be attending the Austin's prestigious films, music and interactive technology festival, SXSW.
Our team of attendees will be reporting back on the biggest news from the festival, from product launches to future trends, sharing and curating the wealth of information that they are sure be bombarded with over the course of the event.
Some of the team may be returning to Austin as seasoned veterans of the festival, and others viewing the event as a first-timer, but all will be offering insight into the variety of sessions that they will each attend.
We will be posting blogs and video updates from some of the team attending below.
Nick Vale, Global Head of Planning
Richard Stokes, Global New Business & Marketing Director
Tamsin Ward, Global Associate Director, Marketing Communications
Nico Abbruzzese, Director of Metalworks by Maxus
Tom Kelshaw, Director of Metalworks by Maxus
Angela Jones, Communications Planning Director, North America
Richard Amies, Communications Planning Director, North America
Kumar Kanagasabapathy, Associate Director, Communications Planning, North America
Angie Arner, Communications Planner, North America
Darren Hardeman, Managing Director, Canada
Jen Smith, Head of Planning, UK
Tom Dunn, Head of Digital, UK
Alex Grieves, Strategist, UK
Faraz Khan, Business Director
Take a look at our Maxus Mouth blog for updates from the UK team.
Maxus has appointed Alex Steer as head of data and effectiveness.
Steer will lead a team of six analysts and will work across a range of clients for Maxus. He will be working on data models to draw marketing insights from and measure the performance and effectiveness of campaigns.
He joins from digital content agency Fabric where he was head of product and analytics, responsible for overall product strategy. At Fabric, Steer worked on clients including Samsung, Glaxo-Smith-Kline, Heineken and News International.
Steer has previously developed data strategy for sectors including automotive, beverage, charity, consumer goods, financial, higher education, pharmaceuticals, public and telecommunications. He began his career as a WPP fellow and has worked in advertising, digital strategy and analytics across three continents, and has a strong track record of creating measurable improvement in digital performance for global brands.
Steer said: “Data has so much potential to power better marketing communications and this is an opportunity to really drive Maxus’ growth through data. With such a broad range of clients, Maxus has the potential to be a pioneer in this category and show how clever data insights are vital for building clients’ success and attracting new business in the process. I’m hoping to be able to develop simple, scalable approaches to using data to drive performance and growth for our clients.”
Tim Irwin, chief operating officer, Maxus UK added: “We have an ever increasing need to use data to tailor communications – and have an ever increasing amount of data to use. It is great to have found someone with as much energy and passion for the role data can play in advertising effectiveness as Alex. We hope he will be a great inspiration for the team and really drive the smart use of data for all our clients.”
Following on from the success of our 2014 Maxus Launchpad Graduate scheme we are now looking for our 2015 graduates.
So if you are, or you know someone who is, enthusiastic, eager to learn and looking to break into the world of media, then Maxus have the perfect opportunity!
We are looking for six enthusiastic candidates to join Maxus’s Graduate Scheme working across some exceptionally exciting clients and departments. The scheme will give the lucky candidates the chance to immerse themselves into a media agency that think digitally but are experts across all channels. You will learn the skills needed to become rising stars within a top ten media agency.
Our graduate scheme offers structured training and development plans tailored to you to help you learn, progress and get to the next stage.
This is a brilliant chance to create a successful career with a global media agency. To apply, send your CV now to Emma Telling (Emma.Telling@groupm.com) by Monday16th March.
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.”
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, Sky.com.
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.”