Maxus creates TV ads for client Gourmet Garden

Media agency Maxus has launched a content production department which has already created TV ads for client Gourmet Garden.

According to Maxus boss David Gaines, the TVC production came about as a consequence of gearing up to produce digital content rather than as part of a plan to move towards an old style full service agency model.  

He said: “About 12-18 months ago, we were often being asked to demonstrate how recommendations might look and feel as messaging to the web user.  Because in the majority of cases, large scale use of digital is a relatively new ingredient to the marketing mix, we often needed to show how a campaign manifests itself . It made the decision ‘safer’.

“Though the intention was not to develop production at all, we were often asked if we could actually produce the whole campaign from examples we developed. Though these were small scale campaigns, this year just adhoc projects have created both the demand and revenue to push us into evolving a full time team in house.”

The new offering is called Made Communications.

Gaines said: “I see this an increasingly important part of Maxus going forward but not simply because of the business opportunity. The nature of the digital work we are creating at the planning stage necessitates a team within the agency who are able to better manage message development and delivery.”

However, he stressed that the content being produced is not meant to competer with levels of creativty offered by ad agencies. He said:

“Its not award wining material and its not meant to be. Its simplistic production material that works. Made Communications is the mistress, not the wife.”

He added: “We are most definitely focused on being able to better activate digital media strategies, not build a creative shop.”

The Gourmet Garden ads – which will run on Seven from this week and also at Moonlight Cinema- are aimed at driving product usage rather than initial purchase.

Jaqui Wilson-Smith, head of global marketing at Gourmet Garde,n said: “We have been particularly impressed at how a such a professional campaign that really draws on key consumer insights has been pulled together so swiftly.’

Other clients that Made Communications has been working with include Dencorub, and Suzuki.


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