Maxus wins media for Mirvac Residential

Arvind Hickman
By Arvind Hickman | 7 December 2016
Mirvac's new Sydney HQ.

Maxus has picked up one of Australia's largest construction companies Mirvac Residential as a client and has begun work on Danone Dairy, AdNews can reveal.

Mirvac's media budget is in excess of $4 million and is looking to grow this in line with new property developments in the future.

“They're a national business and they've got national state leads in Victoria, Queensland and Perth. We've put together a proposition that's across the best of WPP to make sure we deliver in local markets but we're heading it up in Sydney,” Maxus Sydney managing director Katy Websdell tells AdNews.

“They're huge, successful and innovative in what they do but they haven't necessarily been innovating in their media communication. The purpose of their pitch was to try and consolidate nationally and get some leadership, start to move forward in terms of data, digital and content.”

Mirvac has traditionally bought media in local press, REA and Domain and Websdell says is looking for fresh thinking on how it can get its message out wider.

The GroupM agency tells AdNews new client wins have added annual billings “in excess of $45 million” this year and is optimistic about 2017.

This includes the majority of Pharmacare, Ubisoft, Boehringer Ingelheim, Haribo, Grains Research and Development Corporation, Danone Nutricia and Danone Dairy.

“MediaCom had Danone Nutricia and Carat had Danone Dairy and it went out as part of a global pitch,” she explains.

“We won the consolidated pitch but at the time Danone Dairy was working out what their business was doing, they had a change of leadership and didn't have any budget.

“Midway through the year when Danone Dairy got themselves in a good place and budget start coming back then we started to properly engage with them. We working on a campaign right now.”

While Websdel describes 2016 as “a bloody good year”, recently Maxus lost one of its largest clients Aldi to Zenith after a 14-year relationship.

“We've had loads of good client wins and while Aldi is disappointing, no one likes to ever lose a client, their reasons for change are fair - we've had that relationship for a long time. We're pretty buoyant about this year and what next year looks like.”

Maxus is in an advanced stage in pitches to retain two clients, Fiat and Suzuki.

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