MxMIndia

Tag: Lindsay Pattison

  • The winds of change are blowing across the media agency world, and GroupM has done this to better operational efficiencies

    Business as usual for Maxus & MEC in India. For now…

     

    By A Correspondent

     

    That last bit of the headline is most critical. For now.

    Because the winds of change are blowing across the media agency world. There are huge pressures on operational efficiency – cutting costs and flab wherever necessary, combine forces whenever it’s possible and bracing oneself for a world where technology will drive business.

     

    And for WPP-owned GroupM, one of the world’s largest media agency and services conglomerates and clearly the numerouno in India, the situation is the same. And like for any smart strategy consultancy, the writing on the wall is clear. Only the fittest and smartest will survive.

     

    But the decision to maintain the status quo in India, while effecting changes across the world, means a lot.

     

    Although globally MEC is bigger, Maxus is huge in India. Sibling Mindshare may be way ahead, but Maxus has traditionally been very aggressive in the marketplace. Two years back in fact it beat Mindshare at the Emvies, the annual media agency award conducted by Advertising Club. Recently, it bagged the coveted ITC account which was earlier held by Madison and was fiercely contested that involved multiple agencies.

     

    MEC was founded in January 2002 with WPP buyingout CIA’s parent, Tempus. MEC was formed by the merger of The Media Edge and CIA. In 2010, the agency was rechristened MEC from Mediaedge:cia.

     

    In November last year (2016), MEC announced a new global CEO in Tim Castreereplacing Charles Courtier.

     

    Maxus, on the other hand was formed in 2008, though it did exist in some others before. Lindsay Pattison is Global CEO of Maxus, but last month she was also appointed Chief Transformaton Officer of GroupM. She currently holds both charges.

     

    This is what Pattison today after the announcement of last evenng:

    Transformational news from @Groupmworldwide today exciting for@Maxusglobal@MECideas and @Essencedigital Proud to be part of this

    — Lindsay Pattison (@lindsaymaxus) June 1, 2017

     

     

    Meanwhile, let’s revisit the story that MxMIndia carried on the site last evening:

    GroupM has announced a portfolio restructure which is essentially entails the merging if the global operations and teams of its agencies MEC and Maxus into a new, billion dollar revenue, media, content and technology agency under the leadership of MEC’s CEO Tim Castree.

     

    However, Maxus will continue to operate as an agency brand in India with the support of the newly formed global agency as well as the GroupM network. Ditto with MEC which will continue as is. In the near future, MEC will be rebranded to reflect the new global brand.

     

    GroupM’s portfolio will now comprise three successful global media agency networks — Mindshare, MediaCom, and the new company – each with more than one billion dollars in annual revenues, plus an innovative digital-first agency, Essence. GroupM also plans new investments across all of its agencies and its [m]PLATFORM data and technology capabilities.

     

    “We’re committed to improving our service to clients. These moves will give us greater focus, help us innovate, and improve our speed of delivery,” said Kelly Clark, Global CEO, GroupM in a statement.

     

    Since Clark became global CEO in October 2016, GroupM has made a number of organisational changes. Clark recently appointed Lindsay Pattison as GroupM’s Chief Transformation Officer to lead a range of transformation initiatives.

     

    Meanwhile, in a communique, GroupM said it is committed to the expansion of Essence, its digital-first agency, by adding traditional media capabilities and a larger geographic footprint to the agency’s existing media and creative credentials. In time, Essence will also lead several key GroupM client relationships as part of this restructure, the note added.

     

    GroupM acquired Essence in November 2015. “The leadership team at Essence is excited about the opportunities this creates for our clients and our people,” said Christian Juhl, CEO, Essence. “Our mission is to make advertising more valuable to the world; with this infusion of talent, capabilities and markets, we can do this now on a bigger stage.” Clark named Castree CEO of MEC in November 2016.

     

    “Maxus and MEC share common values and ambitions. Both networks have a strong local market presence and entrepreneurial drive. Together, we believe we can create an exciting new media, content and technology agency which we look forward to introducing soon,” said Castree.

     

    “We’ve clearly signaled our ambition to transform, and we mean business,” said Pattison. “This allows us to more meaningfully invest in each agency’s future – retaining and attracting the best talent with inspiring and rewarding workplaces, creating differentiated cultures and approaches, and sharing in a focus on helping clients win.”

     

    Bottomline:

    It’s business as usual for Maxus and MEC for now in India

    Clients of both agencies needn’t worry. Conflicts, if any, will be ironed out

    There will be rationalisation in teams, with movements from one grouping to the other. This will help populate the team of Essence

     

    The communication teams of GroupM, MEC and Maxus are tightlipped about giving out any more info, but there is indeed worry about what responsibilities some key folks in both agencies will be given once the merger happens fully.

     

    For now, Ajit Varghese, CEO APAC at Maxus will continue in his current role, but it will be interesting to see what his next role will be given that Maxus Indiia will continue as is, though for the rest of the world, things will change

     

  • She remains a member of GroupM's global executive committee, reporting to Kelly Clark, Global CEO of GroupM

    Lindsay Pattison is now Chief Transformation Officer, GroupM. Will stay as Maxus Global CEO

    By A Correspondent

     

    Lindsay Pattison

    GroupM has announced the appointment of Lindsay Pattison as Chief Transformation Officer (CTO). She will lead change initiatives across GroupM and its agencies, and with other WPP companies will create tailored and flexible models that serve clients better in the extremely competitive business environment. She will continue as CEO of GroupM agency Maxus and will perform both roles.

     

    According to a communique, Pattison will lead a number of change programmes to support group and agency structures, talent and leadership development, culture and diversity, as well as WPP’s horizontality strategy. She remains a member of GroupM’s global executive committee, reporting to Kelly Clark, Global CEO of GroupM.

     

    “Clients need us to think differently and work smarter,” said Clark. “Lindsay will help us deliver on those challenges. I’ve worked with her for many years. She’s a force, and holds the respect of clients and colleagues. She will make a huge impact with her smarts, energy and warmth.”

     

    Sir Martin Sorrell

    Said WPP CEO Sir Martin Sorrell: “GroupM and its agencies are key to WPP’s horizontality strategy. Lindsay will play a crucial role in accelerating our delivery of new and innovative service structures for clients.”

     

    “When we look at the broader business context, the transformation we are experiencing is profound,” Pattison said, adding: “The WEF calls it the ‘fourth industrial revolution,’ a technological revolution and one that requires two key skills to succeed: collaboration and agility. New thinking is required across the board, and I’m delighted to take on this new transformation role.” It may be recalled that Pattison was named Global CEO of Maxus in October 2014.

     

  • Smith will continue to be based in London and will report into Nick Vale

    Maxus appoints global creative director

    By A Correspondent

     

    Maxus Global has announced the appointment of Jen Smith, currently head of strategy and planning for Maxus UK, as its first ever global Creative Director. Smith will be responsible for overseeing all of Maxus Global’s creative output.

     

    Smith joined Maxus UK in 2013 as head of planning, before expanding her role to include strategy where she restructured the team to enable Maxus UK to better provide insight-led, ideas-focussed and technology-rich solutions across the agency. Smith was also instrumental in creating Change Planning, Maxus’ bespoke planning process.

     

    In 2016, Smith developed a bespoke creativity training scheme, taking ten percent of the agency on a journey of facilitation techniques and creative problem solving. Each of these creative champions are driving learnings out across the entire agency.

     

    In her new role, Smith will focus on the delivery of outstanding creative work for clients both on a UK and global level, and she will also expand the UK creativity leadership programme for all Maxus employees worldwide.

     

    Announcing the promotion, Lindsay Pattison, Maxus worldwide CEO, said: “Jen has been an absolutely integral part of Maxus UK; she’s a brilliant communicator and left field thinker, and has consistently come up with ideas that move the needle for our clients and make us a more efficient, creative business.

     

    Added Smith: “Maxus is a super fast and agile global agency and there’s a fantastic opportunity to drive creativity across our network. Clients are calling out for work that is brave, problem-solving and with one foot firmly planted in the future. I’m looking forward to taking the initiatives that have delivered in the UK out across the world, creating creativity leadership programmes, along with developing stronger and senior creative opportunities for key clients across the globe.”

     

    Smith will continue to be based in London and will report into Nick Vale Worldwide Head of Planning and Nick Baughan, CEO Maxus UK. She will split her time 50/50 between Maxus UK and Maxus Global.

     

  • So said Maxus Global CEO Lindsay Pattison currently in India to hold a leadership meet in the country

    India will be fastest growing market in 2016

     

    By Ratna Bhushan & Shambhavi Anand

     

    India will be the fastest growing advertising market this calendar with total ad spend rising 15%, says Lindsay Pattison, global chief executive at media buying agency Maxus.

     

    “The big growth driver will be ecommerce, followed by telecom, including the rollout of 4G services, the automobiles sector and fast moving consumer goods,” Pattison said.

     

    Maxus is part of GroupM, the parent company of WPP’s media agencies, that takes care of close to one-third of all media investments worldwide. Pattison is in India with her 11-member board to host the $11-billion agency’s first meet in the country.

     

    Emerging categories such as ecommerce and other technology startups are advertising heavily across mediums in the country to build brands and they are expected to continue doing the same, said Pattison, the only woman global head of a GroupM agency. The year is expected to see several new launches across the automobiles and consumer goods space, she said.

     

    In a slowing world market, which saw China and Europe reduce ad expenditure, Pattison said Maxus is banking heavily on India’s fast-growing ecommerce sector to fuel the group’s growth globally.

     

    “Advertising growth is a very good indicator of GDP growth. India is a star market in terms of quality… Individually, companies may trade down but at a sectoral level, there are no concerns,” she said.

     

    India, which currently trails only the US advertising market in terms of size, is set to significantly outpace global ad spend growth forecast of 4.5% for this year. The US, India, the UK, Germany and China make up the top five markets for Maxus.

     

    Pattison said India contributes $750 million to its global revenues. Maxus, which contributes 25% to GroupM’s revenues in India, buys media for firms such as digital wallet and online ecommerce platform Paytm, telecom services provider Vodafone, and personal care products maker L’Oreal.

     

    She said the agency’s growth would be mainly through retention and the organic route, rather than acquisitions.

     

    Maxus has rolled out Kaleidoscope, a tool to define parameters such as consumer moods and receptivity, which could play a significant role in the way brands respond to rapidly changing consumer behaviour, especially on the social media.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • A location based mood mapping tool for audiences in India

    Maxus unveils Kaleidoscope

    By A Correspondent

     

    Maxus India launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr. Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication basis the emotional and behavioral parameters of the audience. The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus – first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.

     

    Lindsay Pattison

    The tool was launched by Lindsay Pattison, Global CEO, Maxus at a media round table with the entire Global Executive Committee, along with Ajit Varghese, CEO, Maxus APAC. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

     

    The fundamental premise of ‘Maxus Kaleidoscope’ is that every decision of humankind is based on feelings. Different moods denote diverse feelings and reactions, making it important for brands to be sensitive in their messaging. Data on a brand’s share of mood and audience receptivity can help a marketing campaign reduce ad avoidance and wastage. Mood based audience segmentation has a greater probability of effective communication, vis a vis demographic segmentation.

     

    Speaking to the media about the tool, Lindsay Pattison, Global CEO, Maxus said “With access to real time data, brands can move beyond demographics into behavior consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”

     

    Lindsay and the Global team also discussed India’s new initiatives, including Maxus India’s focus in 2016 on the trinity of data, digital and content. While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands.

     

    Commenting on India, Lindsay further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fueled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands.”

     

  • As she gets into the shoes of Global CEO at the GroupM agency Maxus, we catch her for a quick Q&A

    Leaning into change: Lindsay Pattison

     

    When we met her in Mumbai a few weeks back, a senior GroupM official had alerted us that she was the Global CEO-in-waiting.  Lindsay Pattison has been successfully leading Maxus in the UK for five years, taking it in that time from a ranking of 14 to a No 7 position, and from 30 people to now over 250. She has also held the global Chief Strategy Officer role for the last two years, overseeing product, planning, marketing, new business and effectiveness.

     

    And now Pattison replaces Sakhuja as Global CEO of Maxus. She will co-locate between London and New York and will report to GroupM Global President Dominic Proctor. “I am thrilled to step up into this role,” she said in the communique announcing her appointment. “I love the energy of Maxus and I relish opportunity that comes from our unique and fortunate position as the challenger brand within GroupM.”

     

    Pattison, who will be succeeded in the UK CEO role by Nick Baughan, currently the MD, joined Maxus in October 2009 in the newly created position of CEO to drive the agency brand to a new level, both in the UK and as part of the global management team. In August 2012, she was named as the new Global Chief Strategy Officer for Maxus, working alongside her duties in the UK. She would take direct responsibility for global planning, data and insights, digital, marketing and new business functions.

     

    In between her travel from London to New York, Pattison took time off to respond to the questions from Pradyuman Maheshwari

     

    Having seen Maxus grow from a small, smart media agency to one of the world’s brightest, your sentiments as you take charge as CEO of the agency?

    To reiterate my quote before I am thrilled to step up into this role. I love the energy of Maxus and I relish the opportunity that comes from our unique and fortunate position as the challenger brand within GroupM. I am most energised by our people; we have people with PACE; passionate, agile, collaborative and entrepreneurial and we take those values and behaviour very seriously. It all comes from having brilliant colleagues, solving client challenges At Maxus we have a mantra to lean into change. In fact it’s really to lead change for our clients, navigating the complexity and embracing the possibilities offered in a digitalised, mobile, always-on media landscape. It’s an incredibly exciting time to lead a media agency.

     

    You have been Chief Strategy Officer since the last few years and hence have been shaping the course of the agency’s business for a bit. Is there something that you would like to see happen over the next few months and years?

    We still need Growth - in our people as they broaden their skillsets and help our clients business navigate the multifarious opportunities in today’s media landscape. We want a win-win in the success of our clients’ businesses as without them we are nothing. And of course more growth for Maxus globally as the smallest and fastest growing media agency worldwide outright, and of course the fastest growing agency within GroupM.

     

    You were in India just a fortnight back. Any thoughts on Maxus Team India?

    Maxus India is a shining star in our global network. As the dominant agency in the Indian media scene, we’re in a tremendous position because of the incredible passion and energy of Kartik (Sharma) and his team in all our offices. I was delighted to see our teams in action as we met with several of our key clients. I could see the mutual respect and the strategic value our clients get from Maxus. And there is a palpable entrepreneurial zeal in our team in India - whether that is developing world leading commumications platforms such as the ‘Power of 49’ for Tata or developing fascinating partnerships with academia, Moribus. There is a restlessness to keep striving for better that is a real delight to see.

     

    Is the new digital, programmatic order scary for media agency businesses such as yours?

    Digital, and programmatic buying as a subset, is all about opportunity. I know it can be somewhat overwhelming for some clients - but our role at Maxus is to be a trusted advisor in this space and work with our clients to make the most of the opportunities on offer, to help them lean into change rather than be fearful of change. With programmatic specifically in mind, there is a huge benefit to clients working with Maxus and GroupM, where I see amazing talent and deeply impressive tech supporting our clients in their business goals.

     

    While new clients and great work are fine, eventually it’s the bottomline that shareholders are looking at. Any immediate thoughts on how you are looking at pushing profitability in your tenure?

    Well I think the answer to continued profitability is to focus on your clients’ needs and ensure you are delivering great work with great people - it’s a virtuous cycle. That’s how we’ve grown Maxus faster than any other media agency network over the past 5 years, and that’s what we will continue to do.

     

    And lastly, as he makes way for you, a word on Vikram Sakhuja as Global CEO?

    Vikram has been a breath of fresh air to Maxus, bringing an entrepreneurial zeal to our agency and in his own words, brought ‘systems to scale, whilst retaining the soul of a start-up’. I am looking forward to working with him closely in the future.

     

    First appeared on dna of brands dated October 21, 2014

     

  • Q: Yeh kya hua, kaise hua, kyun huaaa? Vikram: Main toh chala jidhar challe rasta… only in this case I have an idea of what the manzil is + Lindsay Pattison (inset) is the new Maxus Global CEO

    From Maxus to? Q&A with Vikram Sakhuja

     

    By Pradyuman Maheshwari

     

    There was some reason for gloom in the advertising and media services fraternity on Thursday. Media services conglomerate GroupM announced the appointment of Lindsay Pattison as Global CEO of Maxus. But, more importantly, she replaces Vikram Sakhuja, who will remain in the group, but the position is not announced. What one is waiting for is the announcement on Mr Sakhuja, and as GroupM insiders who know him, he is someone who is going to be looking up and will be in to much bigger things.

     

    A million Indian hearts sank when they heard of you moving on from Maxus CEO, we told him. For, for the world of advertising and marketing professionals here, it was matter of great pride to have one of their own on the world stage. So, next is what? Am sure there’s an ace up your sleeve, but that’s a question which I guess everyone appears to be asking. “No reason for hearts to sink,” Mr Sakhuja – Vikkie to friends – said, matter-of-factly and responded to MxMIndia’s questions.

     

    To borrow from a well-known Hindi film song of our time: yeh kya hua, kaise hua, kyun huaaa?

    To also borrow from a well-known song – Main toh chala jidhar challe rasta – only in this case I have an idea of what the manzil is.

     

    Your sentiments on handing over charge? What according to you was the most satisfying moment and/or high of your stint as Global CEO?

    Always satisfying when an internal succession can be planned. Maxus is in great hands with Lindsay. Highpoint was to continue the Maxus growth juggernaut. I wanted to double the size of the agency in three years. After two years we are well on track for that.

     

    Any unfinished agenda? Something that you would like to have done?

    Oh, lots to be done. We are positioning Maxus as an Agency that leans into change. We have embarked on a process to build culture, systems, talent and capabilities that allow us to responsibly question status quo and provide innovative brand solutions in an always-on real-time world. And to come across as a compelling Agency to Advertisers. That is an ongoing and exciting journey.

     

    You spent the last year-odd based in the US. Working here in India v/s the US?

    Tremendous learnings from the US. The thing that hits you is scale. Also the realisation that a large part of the global economic world does operate from a NY or London.

     

    Given a chance, would you like to work here in India or elsewhere in the world? Preferred location?

    Honestly, am pretty open, depends on the assignment. Needs to be a place where my wife is comfortable going to, and she’s open. As they say, watch this space.

     

    And one extra question: you’ve achieved much already, what’s the next challenge for you? Or something that you would like to achieve, workwise?

    Two things excite me. Making media more accountable especially in the area of effectiveness, and unlocking the business potential of the content-technology-platform space.

     

     

    Lindsay Pattison takes charge as Global CEO for Maxus

     

    By a Correspondent

     

    Media services conglomerate GroupM announced the appointment of Lindsay Pattison as Global CEO of Maxus. Pattison will co-locate between London and New York and will report to Proctor. She replaces Vikram Sakhuja, who will remain in the group, but the position is not announced.

     

    Under Mr Sakhuja, Maxus was the fastest growing agency in the world and expanded its network footprint and added major new accounts such as NBC Universal and L’Oreal. The announcement was made by GroupM’s Global President Dominic Proctor who was in India recently.

     

    Ms Pattison has been successfully leading Maxus in the UK for five years, taking it in that time from a ranking of 14 to a No 7 position, and from 30 people to now over 250. She has also held the global Chief Strategy Officer role for the last two years, overseeing product, planning, marketing, new business and effectiveness.

     

    “Lindsay has a proven reputation as a leader and is held with enormous regard both internally and by her clients,” said Mr Proctor in a communique. “She exemplifies the spirit and ambition of the Maxus culture and we are confident she will take the network into the next stage of growth.”

     

    Said Ms Pattison, “I am thrilled to step up into this role. I love the energy of Maxus and I relish opportunity that comes from our unique and fortunate position as the challenger brand within GroupM. At Maxus we have a mantra to lean into change. In fact it’s really to lead change for our clients, navigating the complexity and embracing the possibilities offered in a digitalised, mobile, always-on media landscape.” “It’s an incredibly exciting time to lead a global media agency, particularly across Asia where the opportunities for growth are extremely high and our people fantastic. In fact, I met our brilliant Indian team a few weeks ago, and I’m looking forward to working with the amazing talent we have across all of our APAC offices.”

     

    Ms Pattison, who will be succeeded in the UK CEO role by Nick Baughan, currently the MD, joined Maxus in October 2009 in the newly created position of CEO to drive the Maxus brand to a new level, both in the UK and as part of the global management team. In August 2012, she was named as the new Global Chief Strategy Officer for Maxus, working alongside her duties in the UK. She would take direct responsibility for global planning, data and insights, digital, marketing and new business functions.

     

    Ms Pattison is involved with industry events and is now a member of the WEF Global Agenda Council on the Future of Media, sits on the WACL Exec committee and has contributed to events including the Facebook Influencer Summit and Google Zeitgeist.

     

    Prior to Maxus, she worked at PHD for five years and in media for over 18 years. Ms Pattison has also worked client-side at Sony Ericsson, after starting out at Young & Rubicam in a full-service environment.

     

    When she was in India recently, she met with MxMIndia briefly and spoke of how she had met with clients,understood their aspirations and challenges. The leadership team with her conducted a training programme called the Mating Game and of course she mentioned on Maxus India is a shining star and among the Top 5 globally in revenues.