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Maxus mops up biz worth over Rs 3 bn in H1 of 2014
MUMBAI: It’s two cheers for the Indian arm of WPP’s media planning and buying agency Maxus. The agency has mopped up business worth upwards of Rs 300 crore (Rs 3 billion) in the first half of 2014 and has retained the title of the most “dominant” agency, according to RECMA.
The new clients of the agency include Tata Sons, JK Tyres, Kotak Mahindra Bank, Unitech, Paytm, Askme.com, ICC T20 World Cup 2014, Cigna TTK Health Insurance and BML Educorp.
Speaking on the year so far, Maxus South Asia MD Kartik Sharma said, “Over the last 12 months, Maxus has made an effort to become future ready in a digitally charged media environment. We approach planning and investments in an integrated manner with emphasis on new media concepts that brings digital media, content and data together with traditional TV, print and radio. We believe this gives us an edge in the market, helping us delight to our existing clients and bring new clients into the fold. Our ‘Lean into Change’ approach has given us a healthy double digit growth in 2014.”
Besides their expertise in core traditional media, Maxus today is a full-fledged media solutions agency with expertise across digital, mobile media, data and analytics, branded content and programming. Talent across these verticals are embedded in the network and they work closely with core client teams.
The new approach at Maxus has resulted in several ingenious campaigns like “Power of 49” for Tata Tea, Kotak Jifi, Vodafone Fan Photo and Tata Sky’s innovation around the IPL. Maxus was the first agency to set up a digital command centre for Nestle, where the marketing and agency teamed up to monitor data from various social feeds and take real time marketing decisions.
This ensured judicious use of budgets across media with a low percentage of wastage. The approach also helped expand business with new clients across industries ranging from e-commerce, banking & insurance, sports, retail, healthcare, etc.
In 2014, Maxus was part of WPP Team Red (head by MEC Global) that won the Vodafone account across several countries. The expertise of a long client relationship with Vodafone domestically brought about great insight during the pitch process.
This year, Maxus has also brought on board two senior leaders – Navin Khemka in New Delhi to head the North and East region and focus on new business development, and Anand Chakravarthy heading Maxus, West and some of their key client relationships. Earlier in the year, Maxus won the digital agency of the year and a number of metals at the Abbys 2014 for their new media capabilities.