Refine
The World’s Fastest-Growing Media Agency Network.
A consistent global marketing plan for 55 wonderfully unique (and very busy) local markets.
The challenge.
Maxus was created in 2009, and I joined the global team soon afterwards. At this point it had a presence in a few local markets, and steadily over a short space of time, more launched until reaching 55 by 2017.
As we brought in large global accounts, many offices opened up off the back of those wins. With such huge growth, local leadership was focussed on building out their agencies and teams, and had varying levels of marketing resource and budgets.
In order to project the impression that we were able to service the largest global advertisers, even though we were relatively new in the industry, it was critical that despite resource challenges, the Maxus Global network appeared consistent and credible. And yet, it was also important that markets could also demonstrate a nuanced understanding of the media landscape in their county in order to win major local clients.
The solution.
Over the seven years I was at Maxus, I hired a central team, grew a local network of marketing leads and developed an annual global marketing plan that provided inspiration and partnership with larger markets such as the UK, US, Germany and India, and manageable activity that smaller markets could adopt as their own.
This included a unique-in-the-industry website ecosystem that enabled markets to easily localise their own content if they were able to, and if not, featured relevant dynamic content from their region so that all websites felt fresh and consistent. Easy-to-adapt credentials and ways of storytelling, editable sales collateral across the full product offering, a framework for PR and thought leadership that could be followed even without external resource, an internal and external awards programme, and multiple iterations of a global intranet platform.
The results.
At the end of the last year before Maxus merged with MEC to form Wavemaker, as a global marketing team we:
launched 5 global initiatives
supported 23 markets to follow PR plans
built out 42 local websites
onboarded 2,700 employees to a new intranet
gained ~300k impressions of Maxus during major industry events
saw a 51% increase in online engagement
increased wins across key awards by 100%
contributed to a 53% pitch conversion rate.
And, for five years running, Maxus was confirmed as the fastest-growing media agency network in the world by RECMA.
