GroupM, the new holding company formed by WPP Group in April to encompass its two global media networks (Mediaedge:cia and MindShare), has launched a third international media agency.
Initially focusing on Asia, Maxus debuts in Hong Kong, headed by regional ceo Alice Lam, a survivor from the formerly Cordiant-owned local office of ZenithOptimedia.
Rapid growth is on the cards. The fledgling network's coverage will extend as of next week to Sweden with a progressive international rollout to follow.
Maxus will use the Hong Kong model as a template for international expansion, using former Bates-owned media units acquired last year when WPP ingested the remnants of Cordiant Communications.
Data sourced from: AdAgeGlobal.com; additional content by WARC staff