Miles Moves to Maxus, Fuller to MediaCom in Group M Realignment

WPP Unit Wants Maxus to Be More Than 'Conflict Shop' for Accounts Bigger Siblings Can't Take

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John Miles
John Miles

In a realignment of some of its top media-buying personnel, WPP's Group M is moving a veteran executive to oversee client investment at its Maxus agency while instilling an up and comer at MediaCom.

John Miles, a longtime media operative who once supervised GM Mediaworks when Interpublic Group of Cos. housed that business, is set to move to Maxus, where he will serve as managing director-media investments. He is currently managing partner and director of investments at MediaCom. Taking his place at MediaCom will be Christine Fuller, presently managing partner and director of implementation at sibling MEC.

The position at Maxus is a new one, but reflects Group M's expectation that the agency will see more growth in coming days, said Rino Scanzoni, Group M's chief investment officer. Maxus has previously been managed through Group M's Mindshare, but that is slated to change, Mr. Scanzoni said.

"You'll be seeing over the next several weeks some pretty substantial account wins," he said, noting that Group M's other agencies -- MediaCom, MEC and Mindshare -- had become limited in their ability to house some new business because each unit already had accounts from a rival marketer in major categories.

Group M wants Maxus "to be equal if not larger than" its three other media agencies, he said. To meet that goal, he suggested, Maxus would require its own set of "implementation" staff to help clients determine how and where to advertise.

Maxus is often viewed as a so-called conflict shop that handles accounts its bigger sibling agencies can't take on because they already work for rivals. But it can be more than that , Mr. Scanzoni sad. "They need some very large anchor clients, so they can build a business and get credibility," he said.

"To make this happen," he added, "you need to have a structure and a staff."

Mr. Miles joined MediaCom in 2006. Prior to joining GM Mediaworks at its inception in 1994, he held media positions with Lintas, DMB&B, and NW Ayer.

Ms. Fuller in 1989 joined the media department at NW Ayer, which later became Media Edge, the precursor to Mediaedge:CIA and MEC.

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