Maxus has appointed Alex Steer (left) as head of data and effectiveness. Steer will lead a team of six analysts and work across a range of clients, measuring 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 he worked on clients including Samsung, Glaxo-Smith-Kline, Heineken and News International. Maxus UK’s clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget.
Steer began his career as a WPP fellow and has worked in advertising, digital strategy and analytics around the world, specialising in analysing the digital performance of global brands.
Steer says: “data has so much potential to power better marketing communications and this is an opportunity to really drive Maxus’ growth through data. 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.”
Such is the nature of the data battle these days that the youthful Steer may find he needs a tin hat. Big agency groups like WPP, which owns Maxus among other media agencies, are up against so-called ‘walled gardens’ like Google and Facebook and innumerable new data operations that claim to understand digital data better than their more established rivals.