David Gaines is to return to the Maxus fold but will head up planning across North America, based out of New York.
Gaines was the former chief executive of Maxus Australia but had left just over a year ago to take partnership in data and insights firm Edentify. He departed Edentify in October after a split over the future direction of the company. At the time, Gaines expressed an interest in returning to agency side.
Gaines will head communications planning and media planning for Maxus in the US and Canada, a new role created for him. While he will be based in New York, he will be jet-setting across many North American offices including Chicago, Los Angeles, St. Louis and Toronto.
“Maxus in the US has grown massively,” Gaines told AdNews. “So they're taking a breath and want to have a new way of working. It's a really exciting position with all these tools, platforms and resources.
“It's a planning role across everything – strategy, planning and data.”
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