Latest news

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 (http://tabascobrunch.tumblr.com/).
 
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: http://panelpicker.sxsw.com/vote/33135#sthash.IgB4b4KX.dpuf

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 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.