MAM
Jen Smith is Maxus’ first global creative head
MUMBAI: Maxus Global has today announced the appointment of Jen Smith, currently head of strategy and planning for Maxus UK, as its first ever global Creative Director. Smith will be responsible for overseeing all of Maxus Global’s creative output.
Smith joined Maxus UK in 2013 as head of planning, before expanding her role to include strategy where she restructured the team to enable Maxus UK to better provide insight-led, ideas-focussed and technology-rich solutions across the agency. Smith was also instrumental in creating Change Planning, Maxus’ bespoke planning process.
In 2016 Smith developed a bespoke creativity training scheme, taking ten percent of the agency on a journey of facilitation techniques and creative problem solving. Each of these creative champions are driving learnings out across the entire agency.
In her new role, Smith will focus on the delivery of outstanding creative work for clients both on a UK and global level, and she will also expand the UK creativity leadership programme for all Maxus employees worldwide.
Announcing the promotion, Lindsay Pattison, Maxus worldwide CEO, said: “Jen has been an absolutely integral part of Maxus UK; she’s a brilliant communicator and left field thinker, and has consistently come up with ideas that move the needle for our clients and make us a more efficient, creative business.
“Jen was a very key participant in Walk The Talk, the Maxus gender equality initiative that helps women identify what their goals are and find the confidence to step up and make bold moves. Jen took these learnings on board and came to me with a proposal for this new role that both benefits Maxus and offers her the ideal step up; she is truly walking the talk.”
Nick Vale, Worldwide Head of Planning, Maxus says; “Without any shadow of a doubt we are in the midst of a revolution in media; there’s a tremendous opportunity to create new types of work that sizzle with excitement. But to properly deliver it takes more than lip-service or hybrid strategy/ideas roles – it requires dedicated talent with the space to focus, explore and create. As one of the most intuitively creative media thinkers in the business today I can think of no-one better that Jen to push us to new and exciting places.”
Jen Smith, global creative director at Maxus, said: “Maxus is a super -fast and agile global agency and there’s a fantastic opportunity to drive creativity across our network. Clients are calling out for work that is brave, problem-solving and with one foot firmly planted in the future. I’m looking forward to taking the initiatives that have delivered in the UK out across the world, creating creativity leadership programmes, along with developing stronger and senior creative opportunities for key clients across the globe.
“I could not be more excited to take up the opportunity to drive creativity across Maxus and to help the entire organisation lead change in a whole new way.”
Smith will continue to be based in London and will report into Nick Vale Worldwide Head of Planning and Nick Baughan, CEO Maxus UK. She will split her time 50/50 between Maxus UK and Maxus Global.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
