Talent directors seem to be the new flavour of the month within big marcoms companies and high-flying Maxus, the newest mainstream WPP/GroupM media agency on the block, has just named its first, Madhvi Pahwa (pictured).
Pahwa is currently a managing partner at GroupM India and she will be based in India, giving a pretty clear idea of where Maxus sees a lot of its growth coming from.
“I’ve always believed there’s big opportunity for a media agency to take an exciting new direction in talent management, one that really differentiates the agency,” says Maxus CEO Kelly Clark. “Maxus can be that agency, and I think we can make that happen with Madhvi’s leadership, advice and partnership. Having Madhvi based in Asia also recognizes the importance of our fastest-growing region to the future of our talent agenda.”
Before joining GroupM in India in 2006, Pahwa held several senior marketing and brand management roles with marketers including Procter & Gamble and Coca-Cola India, where she spent ten years in marketing roles ranging from managing brand portfolios to consumer insights to media planning and buying.
Maxus claims to be the fastest-growing media services agency in the world and earlier this year was named Adweek’s US Media Agency of the Year. The agency’s US billings grew from an estimated $900 million in 2010 to $2 billion in 2011.
The other big thing at Maxus is ‘Relationship Media,’ promoted as a new model powered by creative media thinking and real-time customer data. Its services include communications strategy, digital marketing, direct response media, database management and media planning and buying and it employs more than 1,300 people in 50 agencies worldwide.