Former ACP boss Lynette Phillips: I’m going to pioneer the next generation of publishing
ACP’s ousted advertising supremo Lynette Phillips has reemerged with a new venture, MaxMediaLab.
Phillips, previously director of sales at the magazine company, left in November after 20 years with ACP.
In a press release announcing her new venture, Phillips is described as “one of Australia’s most senior and significant media figures”.
Pic: supplied
The release describes the new venture as “A premium media company specialising in multi-channel socialisation, content creation and commercialisation for luxury brands and fashion and beauty brands.”
In the release Phillips, who will be MD of the new company, said: “I am so excited about the collective creative, editorial and business mind power of MaxMediaLab and look forward to pioneering the next generation of publishing in this country.
“At the core of that movement is branded content and its ability to generate greater, more emotive brand impact and more accountable tactical opportunities for organisations and their consumers.”
MaxMediaLab does not yet have a website, but does have a Facebook page.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Real revolution in this industry will come from companies that STFU and don’t put out press releases like —
“A premium media company specialising in multi-channel socialisation, content creation and commercialisation for luxury brands and fashion and beauty brands.”
— that are filled with buzzwords and corporate doublespeak and read as directionless announcements. Examples, mogeneration’s platform, Conde Nast (to an extent, their platform is working but seriously gross) and the now sadly abandoned Push Pop Press.
Sorry, MaxMediaLab. I’m skeptical.
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Congrats Lynette – sounds like a fantastic venture and I am sure it will a huge success
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Have missed your work at ACP so very much looking forward to seeing your high standards at your new venture – good luck
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“specialising in multi-channel socialisation, content creation and commercialisation”
It’s wankerese, but she’s actually right.
It is the future. Brands are content creators, but the work is done by agencies who actually have no clue. It’s media people who actually know how to create engaging content. Not ad agencies. But it’s such a gray train for ad agencies with invariably appalling outcomes.
Not that agencies are at fault either. Brands get ripped of by media companies as well when they approach them for content strategy.
Literally had this discussion the other day, where we (for pureley academic reasons) mapped out a content strategy based on an organisations small media spend. That money could be put to work so much harder through a content strategy than an ad buy strategy. With superior results.
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Innnteresting! But what will they be pioneering… print publishing, or digital publishing?
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Coming from a client perspective I feel there is a real gap in the market for a luxury fashion agency and having worked with Lynette for many years I look forward to her expertise and knowledge of publishing and I have no doubt it will be a huge success – good luck Lynette
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Wow. I think she just invented custom publishing!
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Good luck Lynette – you have always had great vision and I wish you the best of luck
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I’m not too keen on media companies with “coming soon” messages on their site as it takes the same time to do a good WordPress as a message like that.
I do notice that their FB welcome page is pulling an image from here:
http://www.sassybella.com/FB/MML/FB-LANDING.jpg
So is their first launch?
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“one of Australia’s most senior and significant media figures”, perhaps one of the most arrogant with a statement like that.
The thing is that creative content integrated into mags, papers, digital, tv, radio etc is best created inhouse by the teams working on those brands, as they know what they can offer, how far they can push etc and will come up with the solutions for free.
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Great to see people having a go. Congratulations Lynette, and good luck.
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The luxury market is crying out for excellent service and content and Lynette’s reputation is impeccable. I have never met her personally but many colleagues have and speak highly of her work and my team will most certainly be briefing the agency on our next launch and I look forward to seeing the response
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Congratulations Lynette….good to see you back in the game!! xx Good Luck.
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Congrats Lynette
Love it …If you need a hand with socialization “scale” see this http://www.onesmallplanet.com.au let me know
Any case Good Luck
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@Devil’s advocaat – Sassybella.com is a fashion blog that has been around for about 10 years. Definitely not created by Lynette or Max Media.
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taste of reality, I disagree wildly. Creating the most effective, strategic editorial content — not to mention creating the appropriate platform for it, such as a mag, website etc — is a specialised skill. In-house marketing teams rarely include journos and editors etc.
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The Fashion industry is seriously lacking in this kind of service so well done to Lynette for recognising the need and I look forward to seeing her company work with many brands in the future
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I agree with Marina congradulations all the best with the new launch Lynette ..
and by the way Ilove all the strong opinions yet again weeled out by people posing under a pseudonym, positive or negative i’d have a lot more respect for people being accountable for there comments .
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Just what the world needs… another social media media agency/expert. Im sorry but this sounds a bit meh to me.. too many buzz words for one elevator pitch… oh an their website doesn’t work either….
alarm bells…
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I have a feeling that this one will survive… The network and experience of 20 years and excitement of new world order (a.k.a digital and convergence and digital convergence) is much more important than launching your business with a flashy website… Good luck, will be watching this space
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Would like to add:
Agreeing with others, go for it Lynette.
Always a pleasure to see someone launching something of their own.
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Well done Lynette – your history speaks for itself and you always have such success with everything you do and I have no doubt this will also be a success. There is a real gap in the market for a specialist fashion agency which spans all media and it sounds like you have once again hit the nail on the head – good luck
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