Maxus UK has expanded into Scotland with a tech-focused media specialist division, headed up by former Mediacom Dublin chief Andrew Dunn.
Dunn, who opened the sister WPP media buyer's office in Ireland in 2008, will be supported by a team of five at Maxus Scotland, based in Edinburgh, which will offer a technological and data-driven method of media buying.
It is understood that this is the first new office launched by one of the global networks in over a decade.
Nick Baughan, chief executive of Maxus UK, described Edinburgh as "the ideal location for Maxus UK to expand into."
He continued: "Scotland has its own distinct consumer and separate media market, so having local specialists on the ground will allow us to not only support the current Maxus client base but also grow our client list here. Andrew is a proven leader with demonstrable experience of establishing and running a world class media agency. I know he’s hungry to shake up the Scottish media scene.”
Dunn added: "Maxus’ technology-based, straight-talking, data-centred approach will be a breath of fresh air for the Scottish marketing and communications industry. Our research shows that over 90 per cent of Scottish businesses are going through technology-based change but only a quarter feel able to cope. And with now a time of peak transformation, a degree of uncertainty and boundless opportunity, the timing is absolutely right for a new entrant to the market and one which understands not only the pace of change but also the direction of travel. Our offering is designed to use technology and data coupled with creative flair to ensure clients achieve the most effective use of their marketing budgets.”
Maxus Scotland is understood to have a number of clients but refused to disclose them to The Drum at the time of writing.