Title "Fiat 500 at London Fashion Week 2013"
Agency Maxus Global
Campaign Fiat 500
Advertiser Fiat
Brand Fiat 500

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Type Case Study
Length33 seconds
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About Maxus Global

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.

Latest News

Time Inc Inspired Conversations: God of planning

This morning Rachel attended Time Inc's Inspired Conversations session : God of planning. Hosted by Paul Feldwick. Below she gives us a short snyopsis on what she learned at the session:

Paul spent 30 years in advertising in roles such as head of planning at BMP and is the author of several books on advertising theories. The session focused on his most recent book "The Anatomy of Humbug - how to think differently about advertising". During the session Paul discussed frustrations of how many theories of advertising there are. He took us through his six main theories as to how advertising works and showed how they are restrictive and contradictory but can also be flexible, creative and effective.
Theory One: Advertising as salesmanship
Paul questioned if the reason behind all advertising is just to sell – it doesn’t matter if it is remembered or has a message, you just need to have the brand in front of the consumer. This theory harks back to the golden days of advertising where a Bovril sign would be painted on the side of houses – simply to get the attention of the consumer.
Theory Two: Advertising as seduction
Advertising needs to seduce it’s consumer. Therefore, brands needs to be conscious and adaptive. Paul argues this area of advertising is becoming more associated with research but, that it doesn’t need to be. It is based on human sensitivity and driven by non-verbal emotional associations.
Theory Three: Saliences
This is the theory of back to basics - getting the brand in front of the consumer. Paul explained we just need to look at the most successful IPA campaigns as they all gained campaign fame prior to winning.
Theory Four: Social Connections
With this theory Paul highlighted the importance to entertain consumers, communication is no longer just about consumption of content but forms the basis of how people converse and maintain relationships
Theory Five: The Spin (Public Relations)
This is the power of pictures and emotions not text and theories. The product must appear to be desirable without the prod of a salesman.
Theory Six: Showmanship
Paul concluded that advertising might not be an art or science but in fact showmanship. This theory would make the most sense when looking at the popularity of singing ponies, a man doing the splits between two Lorries and singing cats.
Paul finished his session by stressing there is not a clear way of classifying ads, advertising campaigns do not fall into one of these theories but can fit into multiple.
In summary, we should consider all theories but we would understand advertising better if we start by accepting that we will never fully understand it.

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