2. OUR STORY.
We believe that marketing is about one thing: growth.
We exist to help grow brands through excellent media communications thinking. Thinking that leans into the changing technological and cultural environment.
We know that data shows us the way and imagination works. Imagination makes creativity. And creativity helps businesses grow. Maxus will be the first place a
progressive client will come to look for insight and data-driven creativity. We will be obsessed about driving Creativity with Purpose.
We believe in creating impact, not buying audience. With technology, data and culture colliding, all of the time, it makes media an interesting place to play So,
the thing that drives us, and our clients, is our philosophy of Lean into Change. Change is the only constant in the marketing equation. Our entire strategic
approach is geared towards this – our planning ethos and system is very simply founded upon ‘why – how – what’. We call it change planning. And it fits into
any creative agency process easily too.
Maxus is a little different. We are a media agency that thinks and acts horizontally, not vertically [like most do]. Born in the digital age. We are an agency
designed around the idea, not the media. And ideas flow best across, not up and down.
We promise to design epic brand stories, that are beautifully packaged. And we will execute these stories and ideas, flawlessly - thinking AND doing [and
making stuff where it doesn’t exist].
We attract interesting people [talent] who are constantly curious. People with ‘majors and minors’. Not just those with a one-dimensional view or singular skill.
We like diagonal thinkers – they go across, and up & down, all at once. They think and act with speed and purpose.
We will do our best work with partners [media vendors, tech platforms and creative agencies] who value collaboration and create ideas with us, prolifically, every
day.
And, most importantly, we attract clients [customers] who are looking for what’s next. People and businesses that want to change the game. Collaborative and
open-minded marketers who believe in the power of creativity and innovation to drive business growth.
3. As Einstein famously said:
“the definition of insanity is doing the same thing over and over again and
expecting a different result”.
We challenge ourselves, our clients and convention. We love change. The
thing that drives us, and our clients is our mantra of Lean into Change.
LEANING INTO CHANGE IS IMPORTANT TO US
CHANGE
4. Maxus is an agency founded on a culture of innovation;
hence much of our capability is embedded, with
Metalworks, our creative technologists. We are the only
media agency to have this capability embedded.
Innovation is a mindset for us.
INNOVATION IS A MINDSET AND AN INVESTMENT FOR MAXUS
Maxus is an agency founded on a culture of innovation; hence much of our
capability is embedded, with Metalworks, our creative technologists, being a prime
example. We are the only media agency to have this capability embedded.
INNOVATION
5. Maxus is one of those media communications agencies that is the
same in many regards, and yet different from the rest. We have all the
talent, tools and systems that you would expect, not least of all
because we belong to the best media holding company in the world.
As Sir Martin Sorrell says:
“Maxus are newer, fresher and more digitally orientated – more agile”.
MAXUS IS AN AGENCY THAT’S THE SAME, AND YET DIFFERENT.
DIFFERENT
6. THE INTELLIGENT APPLICATION OF SCALE
As part of the GroupM family of agencies we utilize that power in a way
we call “the intelligent application of scale”. In other words, we are more
than big enough to count, and small enough to care about the little and
important things. GroupM spend 1 dollar in every 4 in the US.
SCALE
7. THERE IS BIG DATA AND LITTLE DATA, AND THEN THERE IS SMART DATA, PLUGGED IN.
We believe strongly in the promise of data to impact everything we do. On- going
data management and evaluation (before, during and after a campaign) are core to
our offering,as they enable our teams to have the best possible intelligence to make
faster, smarter decisions throughout every phase of our process.
DATA
8. Maxus can provide cutting edge programmatic capabilities. We have created our own audience buying capability.
Xaxis - the world’s largest audience buying platform - is a core component of our proprietary technology stack,
offering advertisers a single, comprehensive resource from which to reach and engage with global audiences
across the universe of digital media.
TECHNOLOGY IS RADICALLY ADVANCING DIGITAL MARKETING
Xaxis is present in 32 countries across North America, Europe, Asia, and Latin America and provides over 1,000
advertisers with audience buying solutions at scale, delivering over 300 billion impressions globally per year.
PROGRAMMATIC
9. DATA-LED THINKING AND EXECUTION IS IN OUR DNA
Barclay’s business spans many categories in the financial sector. As such, our targeting efforts range from busy institutional investors to
everyday consumers. Data is a lynchpin to reaching all of these audiences. It informs us about how to engage our various b2b targets in
the right content and how to offer the right kind of credit card to our b2c targets. With this business we integrate and model from many
intricate data sets to be able to meet aggressive ROI goals
he decision to buy an OtterBox is a smart one, yet a quick one. Our challenge is both to convince consumers to pay for the premium,
but do so quickly and efficiently. To accomplish this we are ingesting many different variables into the Xaxis DMP: customer data
including segments, transactions and lifetime value; 3rd party data that enriches our cookies and exposure and interaction data from
our campaign. Also, we are using advanced targeting techniques to close on a tight window: cross-device targeting, dynamic creative
optimizers and advanced mobile formats that enable us to easily complete a sale on a mobile site.
EXPERIENCE
10. TAKING AN INDUSTRY LEADERSHIP POSITION.
As leaders in ‘viewability’ and privacy, our group constantly strives to set a higher standard. We’ve begun
negotiating terms for several clients based on 100% viewable display ads. In fact, our standards for this are
even higher than what the IAB have set as recommended guidelines for the industry.
We believe that promoting this responsibility ultimately creates a better relationship between marketers
and consumers. You can count on us for frequent updates and POVs in this important area.
LEADING
11. AND FINALLY, WE ARE GROWING. FAST.
Over the last 5 years we have grown by 30% in the USA (source: RECMA
2014). This is the highest growth rate of any of our competitors.
GROWTH
13. WE ARE A GLOBAL NETWORK.
36
EMEA
13
AMERICAS APAC
2500PEOPLE 70OFFICE 55MARKETS
21
14. WE ARE A GLOBAL NETWORK.
36
EMEA
13
AMERICAS
2500PEOPLE 70OFFICE 55MARKETS
APAC
21
OF LOCAL AGENCIES
15. INTELLIGENT APPLICATION OF SCALE.
Publisher trading
TV/Video trading
Displaytrading
Programmatic
Search& Social
Mobile
Outdoor
AddressableTV
Sports& Entertainment
Trend analysis
Multicultural
Research
Dataanalytics
Technology platform
*2014
55 MARKETS
70 OFFICES
2,900 PEOPLE
MAXUS
LEVERAGING THE POWER
OF GROUPM
19. CHANGE PLANNING.
▪ A communications planning process
and operating system for Maxus.
▪ Leverages technology to speed up
the strategy piece.
▪ Creates time to apply creativity to
execution.
▪ It’s designed to deliver smart
simplicity, nimbly.
▪ It works with creative agency
thinking, not in its own silo.
Why?
How?
What?
20. CHANGE PLANNING.
• Being braver in an approach means we must embrace
risk and change.
▪ Risk can be managed when ideas can be validated.
▪ Change Planning encourages ideas but can
demonstrate why and how they works through better
use of data.
▪ We are not about creativity because it sounds nice, we
are about Creativity With Purpose.
▪ https://maxuslic.screendragon.net/maxusLIC/index.aspx
21. THE FLOW.
Brand
Status
Audit
Clarify The
Source Of
Growth And
Quantify The
Change
View Of Existing
Behavior
Compared To
Desired
Behavior
The Role Of
Channels In
Behavior Change
And Where In The
Consumer Journey
How Channels
Create A
Conversation And
The Points Of
Receptivity
Creative
Tactics
By Touch-
point
Structure The
Touch-points.
70/20/10.
Audience/Context/
Channel
Accountability
Metrics For
Communication,
Marketing And The
Business
THE CRITICAL CHANGE TO
EFFECT
STRATEGY/ THE IDEA THE LIVING PLAN
23. SMARTDATA.
Our SmartData infrastructure allows for integration of multiple data sets
which allow for greater depth and breadth of campaign learning.
EMAIL
DISPLAY
CRMSOCIAL
VIDEO
SALES
SEARCH
24. RESOLVE OVERVIEW.
Tasks to achieve
the objectives
OBJECTIVES
BARRIERS
Brand health, barriers,
category dynamics
Correlation maps and channel
roles for communication
Channels that suit
tasks, tactics, reach
and effectiveness
Budget setting and
scenario builders to
deliver
communication
tasks
25. KEY PLANNING TOOLS.
-budget allocation-
• Budget allocation tool that blends category
norms with Compose data to identify
receptivity ratio of sales and media
investment.
• Balances brand potential, importance,
communication need and media influence to
build custom response curves.
• Pioneering desktop econometrics tool that allows
easy collation and modeling of forecasting data.
• Once campaign feeds and performance data are
outlined, Maxus planners can study allocation to
be outlined relative to the effect of
communication in a given metric.
31. ▪ Metalworks is the global R&D division of Maxus, the world’s
fastest growing media agency over the last 5 years
(Recma). Founded in 2012, Metalworks is based in Singapore
and led by Nico Abbruzzese and Tom Kelshaw. Metalworks
empowers Maxus and the agency’s clients to Lean Into
Change through creative technology research and
development by bridging the gap between digital and
physical worlds.
▪ Metalworks is a team of creatives and technologists:
modern all-round lateral thinkers. The division sits at the
core of Maxus, delivering interactive experiences for clients
including GSK, Bayer, L’Oreal, Tesco and others globally.
METALWORKS
32. SUCCESS BY DESIGN.
NEXT
Core Performance Engine
Maximizing efficiency
and conversion levels
Boldness Rooted in Facts
Innovation with new tactics
and partners where we’ve
had success with other
brands
NOW
[20]
NEW
Innovation From Within
Scaling performance
through proven tactics
or partners
[10][70]
33. OUR STORY.OUR DIGITAL PERFORMANCE APPROACH
PREDICTABLE
COST PER
ACQUISTION
Confirm
campaign
objectives
Create
target
audience
segments
Build 1st
party
segments
Develop
media
strategy
and tactical
reco
Conduct
audience &
market
research
Analyze historical
learnings &
performance
Select any
desired 3rd
party data
providers
Implement
tagging
strategy across
placements
Launch
Campaign
based on
best
practices
Optimize
for KPIs
Seamless
Execution and
Nimble
Optimization
Campaign
Strategy and
Audience
Definition
33
34. GROUPM ADVANTAGE.
Being part of GroupM provides us with
negotiation clout that delivers media
pricing that cannot be matched.
This enables clients with smaller budgets
to access costs discounts that are
otherwise inaccessible.
NETWORK
NORTH
AMERICAN
BILLINGS
($BN)
GroupM $31.0
Starcom Mediavest $25.1
Omnicom OMG $22.2
Interpublic
Mediabrands
$18.3
Zenith Optimedia $15.6
Dentsu Aegis Media $13.2
Havas Media $3.6
*Source: RECMA 2014
MARKET
SHARE
31%
![OUR STORY.
We believe that marketing is about one thing: growth.
We exist to help grow brands through excellent media communications thinking. Thinking that leans into the changing technological and cultural environment.
We know that data shows us the way and imagination works. Imagination makes creativity. And creativity helps businesses grow. Maxus will be the first place a
progressive client will come to look for insight and data-driven creativity. We will be obsessed about driving Creativity with Purpose.
We believe in creating impact, not buying audience. With technology, data and culture colliding, all of the time, it makes media an interesting place to play So,
the thing that drives us, and our clients, is our philosophy of Lean into Change. Change is the only constant in the marketing equation. Our entire strategic
approach is geared towards this – our planning ethos and system is very simply founded upon ‘why – how – what’. We call it change planning. And it fits into
any creative agency process easily too.
Maxus is a little different. We are a media agency that thinks and acts horizontally, not vertically [like most do]. Born in the digital age. We are an agency
designed around the idea, not the media. And ideas flow best across, not up and down.
We promise to design epic brand stories, that are beautifully packaged. And we will execute these stories and ideas, flawlessly - thinking AND doing [and
making stuff where it doesn’t exist].
We attract interesting people [talent] who are constantly curious. People with ‘majors and minors’. Not just those with a one-dimensional view or singular skill.
We like diagonal thinkers – they go across, and up & down, all at once. They think and act with speed and purpose.
We will do our best work with partners [media vendors, tech platforms and creative agencies] who value collaboration and create ideas with us, prolifically, every
day.
And, most importantly, we attract clients [customers] who are looking for what’s next. People and businesses that want to change the game. Collaborative and
open-minded marketers who believe in the power of creativity and innovation to drive business growth.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)