It was in the month of February 2004 that WPP, while announcing the group’s results for the year 2003 had confirmed that it was planning to launch a third global media network. The other two being MindShare and Mediaedge:cia. At the time, it was being speculated that the new entity would comprise of Maximize and other smaller agencies in the group.
And effective today the plan has come into action. Maximize now has a new name — Maxus. An official communiqué from the agency states that it is being done in response to client needs and the trend towards greater internationalisation within their businesses. Andre Nair, CEO-South Asia of GroupM states, ”Clients are looking for scale and international reach, but with a service aligned to their business and their goals.”
The official release states, ‘The new network is being created through a consolidation of GroupM’s existing media assets, including the operations of Maximize, which has been re-branded as MAXUS. The MAXUS network is being launched in 14 countries across Asia Pacific and will roll out into 33 global markets during 2004.’
In India, however, Maximize has been operating as an independent brand under the GroupM umbrella, and hence it will now be re-branded and repositioned as MAXUS.
Maximize, now Maxus, handles media for companies such as Hero Honda, Hutch, Himalaya, Britannia, Titan, Seagram, VIP Luggage, Pidilite, Standard Chartered Bank etc. The release explains, ‘The launch of MAXUS will be a shot in the arm for Maximize India, as this new network first takes shape in Asia Pacific, where Maximize India is a large and important operation. It will provide the agency an opportunity of working on globally aligned businesses, apart from giving career development opportunities for its staff.’
Reflecting on the thinking behind the launch of the new network, GroupM’s Global CEO, Irwin Gotlieb, states, “As well as providing greater choice for clients, the creation of MAXUS is a strategically important step towards realising the growth and market share objectives that will ultimately drive greater benefit for all our clients. MAXUS will leverage the resources, expertise and buying power of GroupM within a culture that is shaped by client needs”.
And as per Nick Daly, Global Chief Operating Officer of MAXUS, “It will deliver exactly what clients have been telling us they want: access to the best prices, more choice, greater consistency and deep knowledge. Clients are looking for scale and international reach, but with a service aligned specifically to their business and their goals. MAXUS provides concentrated media power that is centered on clients, focused on results and delivered by talented people.”
While, internationally MAXUS will operate as a stand-alone brand alongside GroupM’s existing media brands, Mediaedge:cia and MindShare. In India, MAXUS will continue to operate on a stand-alone basis alongside MindShare and Fulcrum. CVL Srinivas, Managing Director, MAXUS India sums it all up, “My staff and I are delighted to be a part of a new and exciting media company, where clients can get the best of all worlds. We are looking forward to playing an important role in shaping this new global media company.”