According to Gaines’ LinkedIn update, he will oversee the evolution of a seamless and rigorous approach to communications using data collection, analysis, digital and creative development. He will also lend strategic direction and lead content planning within the agency.
Following his departure from Maxus in 2012, Gaines joined Australian research agency Edentify as managing partner. Edentify had tasked Gaines with launching a new client-service model as the agency transitioned to data-led planning.
He served as CEO of Maxus Australia for three years. He has also worked for Mindshare, Optimedia and Lintas.