Maxus enters Middle East with BPG Media alliance

LONDON - WPP media network Maxus has entered the Middle East and North Africa markets for the first time, through an alliance with Middle Eastern media company BPG Media.

Kelly Clark: Maxus worldwide chief executive
Kelly Clark: Maxus worldwide chief executive

The new tie-up, called BPG Maxus, offers media services such as planning, buying, analytics, and digital communications in the regions.

Both BPG Media, the media-planning and buying arm of the Dubai-based BPG Group, and Group M network Maxus, are part of WPP.

Kelly Clark, Maxus worldwide chief executive, said: "The Middle East and North Africa are critically important regions for many of our clients, and we need a strong presence there."

He added: "Both Maxus and BPG Group are committed to creating better value for our clients. This partnership allows us to tap into the considerable demand for more creative and accountable media communications in the Middle East and North Africa."

Last week, Maxus was appointed to handle the global media account for Asian luxury hotel group Shangri-La.

Maxus won the account, which includes digital and search as well as traditional media, after a pitch against 10-year incumbent OMD.

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