Chrysler marketer heads back to Maxus as COO

James McGrath
By James McGrath | 28 April 2015

Chief Fiat Chrysler marketer Mark McCraith is heading back to Maxus in an expanded chief operating officer role, with interim MD replacement for Nick Keenan at Maxus Melbourne, Karly Fragiacomo, to stay on in the role.

McCraith had previously been COO with Maxus from November in 2010 until May in 2013, when he made the decision to jump client-side with Fiat Chrysler.

His return will see him based in Melbourne, but focusing on national strategy.

Maxus chief executive Jon Chadwick said it was great to have McCraith back in the fold.

“We’re thrilled to have Mark back on our team as he brings invaluable client experience having built the Marketing Team of the Year in 2014 (B&T) at Fiat Chrysler,” Chadwick said.

The move comes after former Maxus Melbourne managing director Nick Keenan made the decision to move to Maxus client BetEasy, following its win of iSelect in January.

Karly Fragiacomo was drafted in on an interim basis while Maxus worked out its post-Keenan game plan, but Fragiacomo will now take on the role permanently.

GroupM currently has a goal to have women in 50% of its leadership roles by mid-2016.

“Karly's impressive track record and this move [McCraith] will take Maxus from strength to strength, reinforcing the importance of Melbourne in our overall strategy,” Chadwick said.

However, Maxus also noted that it was on the lookout for a Sydney managing director as part of a wider shake-up. It currently does not have a Sydney MD.

Maxus' global CEO Lindsay Pattison previously told AdNews that the agency needed to be bolder.

“Maxus, as the smallest, most nimble challenger brand, has the opportunity to be much bolder and braver. It’s a cliché, but it’s about going from good to great. We talk about being an agency that leans into change –so let’s be harder on that and give clients a reason to actively chose us and talent a reason to actively join us,” she said.

“Maxus can be more of a challenger brand and provocateur because we are the smallest and fastest-growing of the GroupM agencies. We have massive opportunity, and responsibility, even, in how we use technology, and test more."

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