Royal National Institute of the Blind appoints Maxus UK as its lead media agency

Royal National Institute of Blind People

The Royal National Institute of the Blind (RNIB) has chosen Maxus UK as its new lead media agency.

Maxus UK won the account without a pitch and is expected to begin working with the charity immediately.

The WPP-owned group will handle media planning and buying, and will work with the RNIB on data-led projects.

The charity’s head of marketing and communications, Deborah Auty, said it was looking for an agency that understood the RNIB’s vision and could also help “navigate the data” it has at its disposal.

“Maxus demonstrated this understanding from the outset, and has the technical and creative talents needed to meet our ambitions to engage more people in the conversation about eye health than ever before,” said Auty.

Nick Baughan, UK chief executive at Maxus, said: “RNIB is a fantastic charity that does a huge amount of good in supporting people who are blind or partially sighted, and their focus on independence and preventable sight loss is transforming people’s lives. By working closely with RNIB and developing their strategy, we hope to drive awareness of this important and valued charity.”

Last year Maxus UK unveiled its 'plug and play’ personalised marketing technology service called Pie in order to help small and medium companies get the best out of their promotional efforts.

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