Our people put our clients one step ahead
Maxus people have PACE. They are passionate, agile, collaborative and entrepreneurial. In 70 offices in 55 countries, our team of 2,000 thrives on change and teamwork. With 80% of our workforce focused on local business, we have deep knowledge of local markets and consumer behaviours, so we always have a point of view worth hearing. Our KPIs reward us for brave work, so we’re not shy to break the mould to help our clients get results.
Our structure gives our clients more agility
Our business model values communities and integration over departments and rigid structures, and our specialists aren’t reserved for regional hubs. Proven globally for clients as diverse as Barclays, Fiat, Kärcher and UPS, this model gives us the flexibility to meet our clients' specific needs with tailor-made teams and specialists located wherever they can contribute most.
Our approach unlocks new forms of communication and value for our clients
At Maxus, our work starts with data and analysis. Our data experts sit within our teams to help us harness the valuable insights that will help to deliver on our clients' priorities. We also have a robust planning philosophy and approach that unites CRM, creative media thinking and sophisticated real-time data. This is called “Relationship Media” and has helped our key clients revitalise digital strategy while lifting media buying productivity by more than 20%.
We help our clients make smarter decisions faster
We strive to keep our tools and technology suite ahead of other agencies. The better we are at putting real-time data at our clients' fingertips, the deeper and more profitable their relationships with consumers will be. Our parent company, GroupM, is the world’s #1 media buying group. GroupM makes substantial investments in future-focused technology and we’re quick to take advantage of those investments. We also build tools ourselves. For example, Pistemap is our Maxus proprietary and IPA award-winning online attribution tool that enables us to value each element of the digital consumer journey, not just last click.
We receive global recognition in the industry
We won over 100 awards in 2012, and continue to be recognised for the quality of our planning and insight. To see our most recent awards click here and for our Silver award-winning Cannes entry #YouDrive for Mercedes-Benz, watch the video here.
Facebook’s latest innovations: What they mean and when they will matter
Facebook is driven to earn your long-term marketing business. Every week they release updates, products and tools to help marketers embrace their platform. Is all of it ready for primetime? Nope. But plenty of it is worth a look — and all of it should be on your radar.
I’ve bucketed their newest products into Now, Near and Next. Now and Near are ideas ready to test today, while Next are ideas we will be bringing to our clients over the next few quarters.
NOW: Integrated planning & buying
- R/F planning: Ability to plan and buy media on Reach & Frequency (R/F) basis, giving teams updated tools to understand the impact of budgets, flights, and audiences across FB and Instagram.
- TRP buying: GroupM has been testing the TRP buying approach – and while it seems efficient on the surface, the impact driven by FB video vs. TV is very much still in discussion. Further, while FB has made advances in addressing the marketplace’s growing viewability concerns, they still do not adhere to the GroupM standard for video.
NEAR: Expanded creativity
- Immersive canvas: Ability to build a microsite in feed with new immersive mobile ads. Via videos, carousels, etc. allows for more in depth brand story telling and ecommerce — though lacks the “tracking and pixeling capabilities” many marketers are accustomed to on the web.
- 360 video: After buying Oculus Rift last year, FB has launched its consumer-friendly 360 video. Marketers with differentiated experiences and entertainment should certainly consider the format. Serving these videos also costs the same at a standard video ad – making the integration easier.
NEXT: Integration within messaging, apps & 3D devices
- Messenger expands marketing functionality: Now with 700million users, Messenger will soon allow businesses to code for and leverage the platform – including new tools to help better integrate into the platform. Essentially, Facebook is turning Messenger into a direct sales and CRM platform – allowing brands to contact, transact, and communicate directly with customers. New features include a live Ai (artificial intelligence) customer service agent or live calls via new video calling features.
- Content distribution with Notify: Notify, the new personal-news-app du jour (such as Apple News), curates your news experience and delivers to you content from all the sources you care most about (publishers, movie studios, artists, etc.). As brands continue to blur the lines as publishers — apps like these will become critical ways into consumers’ lives.
- Immersive brand experiences with FB’s Oculus Rift gear: This holiday season – be ready for someone to ask for the $99 Samsung’s Gear VR. 3D immersive experiences are gaining momentum – especially after The New York Times distributed 1,000,000 Google Cardboard boxes to home subscribers. Brands with stores, destinations and unique experiences can embrace new and curious customers as this platform grows.
What the change means
NOW – marketers will be able to better understand the contribution their FB and Instagram media plays in their broader mix, and even use the same currency across media channels (TRPs).
NEAR – whether on Facebook or not, brands should begin experimenting with 360 video and even immersive creative experiences… especially as consumers tend to embrace them more.
NEXT – sales and customer service integration within messaging platforms may well be where consumers expect brands to go next. In markets such as China and Japan, the leading messaging platforms already integrate these and many more features.
What are the implications for advertisers?
Given Facebook’s scale and importance in consumer’s lives – most marketers say they are comfortable utilizing their various paid platforms, but still many do not. Whether a brand leverages the R/F tool, builds a 360 video or integrates their customer service into the Messenger app next year – there are more choices now for how to make the Facebook platform work for their unique challenges.
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