We know full well the business we’re in as marketers is really the business of choice. But recent discoveries from behavioural science are leading to a psychological revolution that challenges many of the accepted models of how communication, creativity and advertising influence a consumer’s preferences.
Global media agency, Maxus Worldwide, has launched a new division to advise businesses on the most effective use of technology in their marketing programs.
The new Maxus Technology Consulting will be led by the agency’s CIO, David Kaganovsky, along with director of technology, Gary Revenson, and chief strategy officer, Damian Blackden.
The consultancy plans to consider each client's existing marketing technology framework, along with its specific business objectives, to identify the most effective future-facing marketing technology. To do this, Maxus will utilise a rigorous proprietary framework and methodology, based upon established management consultancy approaches, and enhanced by its knowledge across the media and marketing sectors.
“Brands have seen their investment in marketing technology soar and as the media landscape has changed, they have naturally sought our advice, which we have given,” Kaganovsky said. “The launch of Maxus Technology Consultancy is a codification of this service and will offer CMOs a defined and defensible business case for any marketing technology investment.”
Blackden anticipated Maxus Technology Consulting will systematically evaluate each component in a client's technology stack in order to increase ROI, and ensure that the maximum proportion of budgets can remain deployed where they should be - on media.
"Maxus is in the business of media, and uses technology and data to support the marcoms programs we develop for our clients," he said. "David's track record in both the agency and consulting sectors means that he's ideally placed to guide our progressive client base through the complexity and the ongoing change that define this marketplace."