School Reports 2015: Maxus

BT Sport
BT Sport

Score: 7  Last year: 8

Having been confirmed as the world’s fastest-growing media agency network over the past five years, according to Recma, and with recent wins including L’Oréal and BT, Maxus’ upward trajectory continued in 2014, albeit at a more leisurely pace.

That said, to follow the incredible year it had in 2013 would have been difficult. But this wasn’t going to stop the agency from trying.

Maxus picked up six new accounts, including the £5 million UK Npower offline media business from Vizeum in April. It had landed the digital media planning and buying account earlier in the year.

The agency also picked up The Royal British Legion from The Gate and The Climate Reality Project, and retained all its clients.

It was clear that Maxus was on a roll when it was named Media Week’s Agency of the Year, handling billings of about £450 million, making it the seventh-biggest media agency in the UK.

There was also a lot of shuffling at the top towards the end of the year as Lindsay Pattison, the UK chief executive and global chief strategy officer, took over the reins as the global chief executive. She was replaced by Nick Baughan.

Maxus has come a long way since it emerged from the BJK&E embers. Whether Pattison’s new role means that she will have less focus on the UK to detrimental effect, and whether the backing it has enjoyed from WPP continues, we shall see. Either way, the onus is now on the relatively untried Baughan to prove himself a worthy successor.

How the agency scores itself: 8

How the agency rates itself: We couldn’t have asked for more out of 2014. We retained all our clients, we started working with some great new ones, we added another 26 people, we promoted our managing director to chief executive and our chief executive to our global chief executive, we moved office and, to cap it all off, we were named Media Week’s Agency of the Year.

Type of agency Media
Company ownership WPP
Nielsen billings 2014 £367m
Nielsen billings 2013 £270m
Declared income n/s*
Total accounts at year end 55
Accounts won 6 (biggest: Npower)
Accounts lost 0
Traditional media 63%
Digital media 37%
Number of staff 249 (+12%)
Key personnel Nick Baughan chief executive
Tim Irwin chief operating officer
Adrian Carpenter commercial director
Stephanie Marks deputy managing director

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.


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