WPP-owned media agency Maxus is launching Maxus Technology Consulting, a new division advising businesses on the most effective use of technology in their marketing.
MTC will be led by worldwide chief information officer David Kaganovsky with director of technology Gary Revenson and CSO Damian Blackden.
MTC will use its own proprietary framework and methodology to try to identify the most effective marketing technology strategy for its clients.
Kaganovsky (left) says: “Brands have seen their investment in marketing technology soar as the media landscape has changed. Maxus Technology Consultancy will offer CMOs a defined and defensible business case for any marketing technology investment.”
Blackden says: “Maxus Technology Consulting will systematically evaluate each component in a client’s technology stack in order to increase ROI, and ensure that the maximum proportion of budgets can remain deployed where they should be – on media. David’s track record in both the agency and consulting sectors means that he’s ideally placed to guide our progressive client base through the complexity and the ongoing change that define this marketplace.”
The head of a big media agency told me recently that his company made more money from consulting than it did from buying media, thereby providing an interesting similarity with the doings of accountancy firms who, similarly, make more from consulting than auditing. Consulting also has the benefit of embedding the media agency much more deeply in the business activities of clients than media planning and buying does.