HONGKONG- Alice Lam, the former head of Cordiant’s ZenithMedia office in Hong Kong, has been named chief executive officer of WPP’s third media agency network, Maxus(迈势媒介).

Launched in mid-April, the new brand — a consolidation of existing media assets belonging to WPP’s media parent company Group M — boasts the largest number of offices on rollout in Asia-Pacific.

The regional rollout entailed the rebranding of the five-year-old Maximize network, which has offices in 14 markets. In Hong Kong, Maximize has merged with Zenith, acquired as part of WPP’s purchase of Cordiant last year, to form the local Maxus office. Lam’s role is essentially as regional point person to coordinate Asia-Pacific activities with Maxus global chief operating officer Nick Daly. Line reporting will remain through respective country heads.

Lam, who is also chief executive officer of Maxus Hong Kong, said the network would bridge the gap between big media agency networks and more personalised local shops.

Group M’s global chief executive officer Irwin Gotlieb said Maxus had been envisaged as being agile and flexible and would work alongside the MindShare and MEC networks. Gotlieb added that WPP decided to galvanise individual offices such as the 30-country Maximize operation as well as Maximize-type offices into a single network to provide a regional and global alternative to clients beyond its two existing brands. Gotlieb said this allowed Maxus to launch with critical mass.

Including Asia-Pacific, the network will cover 33 markets by year-end. “Maxus is a strategically important step towards realising the growth and market share objectives that will ultimately drive greater benefit for all our clients,” said Gotlieb. “Maxus will be powered by Group M…it will leverage the resources, expertise and buying power of Group M within a culture that is shaped by client needs.” With its window on the world platform, Maxus launched with three visual identities — featuring satellite images of a cityscape, fields and a volcano.



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