Ex-CUB marketer Chris Maxwell launches Lution with former Clemenger boss Nick Garrett

Paige Murphy
By Paige Murphy | 27 January 2021

Founder of CUB’s in-house agency, Chris Maxwell, has launched Lution, a marketing, data and technology consultancy focused on helping brands to build and optimise in-house agencies.

Maxwell, ex-CUB marketing director and the architect of CUB’s move to the in-house agency model, says the move to agency in-housing was transformational for CUB, and believes there’s never been a better time for clients to build an in-house agency model.

To launch Lution, Maxwell has teamed up with ex-CEO of Clemenger BBDO Nick Garrett, global CMO for Foster’s, Bacardi and Walgreens Boots Alliance Andy Gibson and founder of independent agency Present Company, Marty Wirth.

The founders identified a need to champion a new model for marketing that brings together the speed, efficiency and effectiveness of an in-house agency with the creative diversity of an external agency.

“At Lution, we bring digital, media, creative and production services in-house, closer to the business and more tightly aligned to the brand, to enable faster, more effective and efficient work," Maxwell says.

“We are working with partners like Betfair and MYOB to design and implement in-house agency models, data and technology solutions that enable automation and personalisation. In Betfair’s case we connected them with our Enhanced Creative Panel to enable fast simple access to some of Australia’s best creative talent, to develop their brand relaunch and upcoming brand campaign.

“We know that the biggest problems require the best talent. Our model improves the efficiency and effectiveness of your day-to-day marketing so you can invest more of your time, energy and resources into your biggest growth opportunities.”

To drive the creative agenda further the business has curated a panel of independent strategic, creative and production talent available to Lution clients, designed by Garrett.

“I got excited when Chris came to me with his idea because I genuinely believe it is an opportunity for positive change in the industry I love, hence I became a partner and joined the board," Garrett says.

"The wealth of talent has never been greater and many of the smartest and most passionate people are now either working for themselves or helping grow independent offers and we are really excited to see where the new breed of indies and creative consultancies can go.

“Ultimately we’ve set up our Enhanced Creative Panel to enable brands direct access to elite talent on a project basis and the talent is picked bespoke for the task versus being forced on you because of a large retainer. You get access to the creative leaders directly and consistently instead of having to go through layers of agency people before you can have a meaningful conversation about what matters – the work."

Lution’s consultancy services include strategy, planning and implementation of the in-house agency model; martech, adtech and data infrastructure design and implementation; marketing automation, process optimisation; and, brand strategy, creative and production services through the panel.

Founding clients include Betfair, MYOB, MightyCraft, Wanderlust, Jetty Road Brewery, Park SSC and ENGO.

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