Maxus created the division, launching as a team of 15, in response to the increasing demand from marketers for centralised planning and strategy executed across all touchpoints, with focus on the digital space.
The agency hopes to roll out Play into other markets after China, but no details are available at this point (even the Play logo is a work-in-progress).
Play will bring together multiple Maxus media specialists across creative, design, social media management and technology to create a full-service offering to clients including Bank Of Communications, Haier and Sakura.
Kevin Ko, head of digital in Maxus China, will be leading the new division. In the past, it has not always been easy for different agencies under one client to work together towards one [content] strategy, he said.
Old approaches to creative and media are no longer relevant, added Annie Hsiao, president of Maxus China. "We have to adapt, by thinking content-first, if we are to continue to grow.”