Ryan Reynolds and George Dewey are regaining full control of Maximum Effort

Ryan Reynolds and George Dewey, the co-founders of Maximum Effort Marketing, are taking back full control of the creative agency and bringing it back together with production company Maximum Effort Productions, according to a person familiar with the matter. When Reynolds and Dewey sold Maximum Effort Marketing to the ad tech firm MNTN in 2021, the deal did not include Maximum Effort Productions. Now, the duo is bringing both businesses back together, while continuing continue to provide creative services to MNTN. Agency Review Tracker Stay up to date with the latest account reviews Click here In an S-1 prospectus related to MNTN’s planned initial public offering last week, the company said it had “entered into an agreement to transfer its interest in Maximum Effort to an affiliate of its original owner” without clarifying specifics. MNTN did not return a request for comment on the divestment. Maximum Effort declined to discuss financial details of the transaction, but it provided the following statement: “Four years ago when Maximum Effort Marketing became a part of MNTN, we along with MNTN always contemplated a day when our marketing arm would rejoin Maximum Effort Productions as an independent entity. The original agreements were drafted specifically with this in mind because it’s important for us to maintain our creative freedom. “While we’re structurally going forward as separate entities, the reality is MNTN and Maximum Effort have grown together and will continue our amazing creative partnership,” the statement continued. “We will remain in lockstep with Ryan Reynolds maintaining his role as chief creative officer at MNTN.” Dewey will also continue as chief brand officer for MNTN, according to the source familiar with the matter.

Ryan Reynolds and George Dewey are regaining full control of Maximum Effort

Featured Stories