Maxus Partnerships Launches

Maxus UK has just launched a new division, Maxus Partnerships; offering brands an innovative partnerships model focusing on collaboration and content, further enhanced by Maxus’ ongoing and significant investment in technology.

The new division will be led by Laura Wade, head of Maxus Partnerships, who joins the agency for this role. Wade will be reporting into Tim Irwin, chief operating officer at Maxus.

Wade joins Maxus from UTV’s talkSPORT and Sport magazine where she was head of digital, working closely with editorial teams and rights holders to create content-led partnerships for sponsors. In September 2012 Wade was responsible for launching the first talkSPORT Sports Connectors Social Media conference. Prior to talkSPORT Wade was at Carat Sponsorship for seven years, working with clients such as Diageo, Airmiles, J&J and General Motors. In 2009, the Vauxhall Tigra sponsorship of Britain’s Next Top Model, led and managed by Wade, won gold at the Hollis Awards.

Maxus Partnerships provides clients with a truly integrated approach to partnerships that has evolved beyond the traditional platform model, to put the emphasis on content and open collaboration with a brand’s audiences. Clients will have access to a team of specialists capable of creating best-in-class work.

Irwin says, “Maxus is a very fast growing agency and so we understand the acceleration of technology, data and the hyper connected and hyper social consumer like no other. The current standard partnership model is still relevant but as consumers and the media landscape change, partnerships must evolve too. We founded Maxus Partnerships as brands are hungry for new ways to reach their consumers and we know how to do this effectively.”

Wade said, “With Maxus Partnerships, platforms no longer form the basis of our ideas or plans – it’s about placing genuine content realised through brand truths and audience insights at the heart. This model suits the rapidly increasing number of brands willing to share that with an audience and those that are prepared for that audience to shape it, comment on it – even edit it. That is a really exciting prospect.”

You can visit the Maxus Partnerships website here.