Maxus shows benefit of branding in a grey market

Media agency evaluator RECMA has named WPP’s Maxus as the fastest growing media agency network in the world over the past five years. This follows growth of 13.3 per cent in 2013 with Maxus global billings hitting $11bn.

In the UK Maxus averages annual growth of 20 per cent while it is the biggest media agency in India, where the network began. Major account gains in the past year include £135m L’Oreal in the UK while the network’s US outpost added the NBC Universal digital account to the offline account, making NBCU one of the largest accounts within GroupM North America.

Unknown-3Maxus global CSO and UK CEO Lindsay Pattison (left) says: “When WPP decided to set up a fourth network, five years on this is exactly the result they would have hoped for; growth that outstrips our nearest competitor twofold. We see our role for clients as ‘leaning into change’ and this approach resonates with clients all around the world, as we help them navigate and exploit the fast-changing media landscape.”

All of which is very nice for Maxus and shows the benefits of skilfully creating a challenger brand even though Maxus is part of industry giant WPP and its mighty GroupM trading group.

As more and more media trading takes places in centralised units or via automatic programmes, branding will be all in the media agency business.

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