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.”
Maxus UK is celebrating after securing Media Agency of the Year at the industry’s prestigious Media Week Awards that took place yesterday.
Maxus was awarded the Media Agency of the Year accolade above five other agencies, including Manning Gottlieb OMD, PHD, the7stars, M2M and sister agency MEC.
The award recognises financial success, excellent work and client retention and acquisition. The last 12 months has been a key year for Maxus, winning the largest media account in the UK for the last five years – L’Oréal – worth £135 million, along with Npower, Royal British Legion, Avis Budget Group and Air France. The agency has also expanded its offer to clients with two new arms – Maxus for Business and Maxus Partnerships. Most recently, leader Lindsay Pattison was promoted to global CEO, with former MD Nick Baughan stepping into the CEO role in the UK.
Baughan, said: “Maxus has had a fantastic year – we’ve had the most sustained growth of the top 10 media agencies and this acknowledgement is the crowning glory for any media agency. We have an incredibly talented team who continue to produce great work and fantastic ideas for our clients."
The Media Week Awards is the UK’s biggest annual celebration and networking award event for the media sector. The ceremony recognises innovation, creativity, outstanding insight and real business impact for bought, owned and earned media.
GroupM today announced the appointment of Lindsay Pattison as Global CEO of Maxus and Nick Baughan as UK CEO
The announcement was made by GroupM’s Global President Dominic Proctor. Pattison has been successfully leading Maxus in the UK for five years, taking it in that time from a ranking of 14 to a number 7 position, and from 30 people to now over 250. She has also held the global Chief Strategy Officer role for the last two years, overseeing product, planning, marketing, new business and effectiveness. Pattison will co-locate between London and New York and will report to Proctor; she replaces Vikram Sakhuja, who will remain in the group.
Under Sakhuja Maxus was the fastest growing agency in the world. It expanded its network footprint and added major new accounts such as NBC Universal and L’Oreal.
“Lindsay has a proven reputation as a leader and is held with enormous regard both internally and by her clients,” said Proctor. “She exemplifies the spirit and ambition of the Maxus culture and we are confident she will take the network into the next stage of growth.”
Pattison said, “I am thrilled to step up into this role. I love the energy of Maxus and I relish opportunity that comes from our unique and fortunate position as the challenger brand within GroupM. At Maxus we have a mantra to lean into change. In fact it’s really to lead change for our clients, navigating the complexity and embracing the possibilities offered in a digitalised, mobile, always-on media landscape. It’s an incredibly exciting time to lead a media agency.”
Pattison will be succeeded in the UK CEO role by Nick Baughan, currently the MD. Baughan will continue to report to Pattison, who said “I am confident that Nick will step into my shoes brilliantly in the UK; he is whippet-smart, highly ambitious, popular and has been instrumental in our growth for the last two years as MD”.
Baughan joined Maxus in March 2012, having worked at Mindshare for two years as its head of business development. Baughan said “Over the last five years Lindsay has led our team brilliantly in the creation of an agency that has become a major force in the industry. I'm hugely proud to have been part of that success and even prouder to have the opportunity to lead our incredible team into the next chapter”.
Air France has forged a partnership with the Mayor of London to sponsor the first ever ‘Africa on the Square’, a free event taking place amidst the historic surroundings of Trafalgar Square on Saturday 11 October. Air France is looking to build brand affinity amongst the UK's African communities, in particular the Nigerian community in London. The aim is to increase awareness of Air France as the go-to airline for those visiting friends and relatives in Africa.
Maxus created, planned and negotiated the partnership with the Mayor of London – an association which aims to build stronger relationships between the Air France brand and the African community.
‘Africa on the Square’
Maxus identified ‘Africa on the Square’, which is organised by the Mayor as an ideal opportunity for Air France to engage with the target audience in a meaningful way within a trusted environment.
Event activities being planned by Maxus will invite the African community to discover more about the airline’s network to Africa and offer fun activities for the whole family.
‘BIG Hello from London!’ digital postcards
At the event, Maxus & Motion Experiential have created a dedicated Air France Friends and Family Hub, where brand ambassadors will invite festival goers to have their photos taken and created into personalised physical or digital postcard that can be shared on their Facebook timeline. There will also be an opportunity to win a pair of tickets to Nigeria or another African destination within Air France’s African Network.
Alongside this event, Air France has been running supporting print activity with African communities press since mid-September.
Djamila Pethen, Marketing and Partnerships Manager at Air France KLM in the UK & Ireland, said: “We value greatly the custom of the African Communities. Our African network allows seamless travel to many destinations on the continent via our hub in Paris. Maxus has identified the perfect moment in the African cultural calendar to build trusted affinity with this audience. We’re delighted to be aligning ourselves with such an esteemed partner as the Mayor of London to deliver this event.”
Vince Amato, Account Manager at Maxus, said: “The right partnership positions a brand effectively at front of mind amongst its core consumers. We are creating a range of activities inviting festival goers to find out more about Air France’s flight network in a rich, relevant and memorable way, positioning them as the number one carrier of choice for travel to Africa.”
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.”
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.”