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, hotes.com and Suzuki.
Why keep a mistress whose 5’3″, 83 kgs, cancles and is crap in bed?
Cheap, tacky, badly edited, awful music, atrocious camera work, crap food styling and very poor production quality in general.
If I were the client, I wouldnt be too happy. The only positive thing Jaqui can say with a straight face is that she was happy that it was pulled together so swiftly.
Sums it up really.
Standby for more seething comments by creatives who are getting nervous….well done Maxus
Nervous of what exactly? Maxus producing shithouse TVC work?
Looks highly effective and focussed.
Well done Dave and well done Maxus!
ps I don’t work for an ad agency
Nervous of a Maxus creating simple and effective communication not shot OS for the sake of it.
Gourmet Garden has run much cheaper and nastier copy in the past that sold absolute truckloads. If anything, it’s too slick. I’d be a happy client. Well done.
So if a media agency is now in the business of creating TV content for profit, does that mean they’re no longer in the position to offer genuinely independent media planning counsel?
I’d imagine if you had a production facility sitting there ready to go, you’d probably be somewhat motivated to suggest infomercials as part of the media spend, yes?
Aside from that, this is a bit of a no-brainer. BrandPower and What’s New have been doing it for years, and it’s gotten to the point now where the strongest branded element in their work is their own brand, rather than the paying client’s brand.
Every time they come on the telly, all I can think of is “BrandPower. Crazy smiling chick. Brandpower. Fake discussion. Brandpower. Smile. Big Teeth. BrandPower.”
At least this approach puts the client’s brand and brand message front and centre. Even if it does look painfully cheap and nasty.
Seriously…I’ve seen far worst stuff produced by high profile creative agencies, so for the snotty creative comments. Get real people there’s some fresh air in town.
The client was obviously too lazy to pick up the phone to the TV station production department. They probably would have done a better job. Could have done any worse!!
This is far better than getting a glamour chef i.e. Curtis Stone claiming you can feed four people for less than ten bucks. Celebrity power or flashy, heavily produced ads aren’t always the answer.
‘Fresh chopped’ lol.
I wish they described meat as ‘Fresh Killed’.
If Maxus plan their clients media the way they make TV commercials, I’d conclude they are total client pleasers. Talk about a client dominated, “tick the box” script. As a non-agency person and a parent with kids in the target range, that Ad had zero appeal and believability (for me).
Wow .. now a full-service agency is considered old school. I love the throw-away pace of thinking in our industry and look forward to seeing how this new kid stacks up by the time the bell sounds the start of school next semester.