Campaign India Agency Report Card: Maxus

Type of agency: Media
Company ownership: WPP
Key personnel: Vikram Sakhuja, CEO, Group M, Ajit Verghese, MD, Kartik Sharma, GM West, Mausumi Kar,
GM North, Hariharan Vishwanath, GM South, Priti Murthy, GM Insights, Unny R, Head of Maxus Digital
Accounts won: IPL, Fiat Essar Group, Hero Electric, Deccan Chronicle, Sara Lee, Brigade Group (real 
estate), Guthy Renker, Shine.com (HT’s job portal), HP search business, PVR (Tata Sky), Manipal University
Accounts lost Cargil

The road-block Maxus pulled off last year for the launch of its deep-pocketed client Vodafone  brought it accolades it hadn’t seen since inception five years ago. The work done for Vodafone, Nokia and Reebok brought home two Cannes shortlists, four Golds and two Silver at the Emvies, Number 1 agency award at Bangalore Ad Club Awards and an impressive haul at Goafest ’08.

Vodafone turned out to be the most awarded brand in India in 2008 to the extent that WARC (world advertising research centre) reported the same on the best innovations.

With almost no exits at senior level (General Managers), Maxus in 2008 attained a less than 5% attrition rate. The agency formed its own digital division – Maxus Interactions. Led by Unny Radhakrishnan, it helped Maxus grow by another 75% on its digital revenue. Maxus appointed Aabha Chawan as the activation head for increased focus on 360 degree solutions for clients. The agency formed its Insights division with Priti Murthy for central knowledge management, deeper planning insights for clients, Maxus POV, special projects and initiatives. The agency not only held on to all its clients, save Cargill, it gathered some impressive accounts including its first passenger car client, Fiat, Essar Corporate account and the mammoth Rs 50-crore worth Indian Premier League. Its launch campaign for IPL as well as a more recent tie up with Femina for Tanishq’s premium jewellery line Aleya gave Maxus’s clients no reason to look elsewhere for a media partner.

Campaign Score: 8

How MAXUS rates itself: 9

In its 5th year of existence, Maxus will the year end with 35% growth in revenue over 2007 to become the No.2 agency of the year in 2008 (defeating Madison especially post P&G got aligned to Mediacom in July08), highest ever awards in its last 5 years history to become the No.2 agency at coveted EMVIES and No.1 in Bangalore AdClub awards, lowest people attrition rate (approx 5%) vs Group M or even vs other top 5agencies. Maxus continued to grow at frantic pace like previous years – 2008 year end with 35% growth, 2007 was 42%, 2006 was 45%. Growth mainly a contribution from increased new business wins and the increased 360 degree solutions to clients especially digital and activation/ entertainment and sports tie ups. The only agency in the country to exceed growth objectives within Group M.