Jenny Chan 陳詠欣
Mar 25, 2015

Maxus China forms ‘Play’ content division for BoCom, Haier, Sakura

SHANGHAI - Maxus has chosen China to debut a new content division called 'Play', as the lines between creative and media continue to blur.

Kevin Ko
Kevin Ko

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.”


Related Articles

Just Published

2 hours ago

Creative Minds: Why Eddy Nazarullah went mad for ads

The creative director at Reprise Malaysia answers 11 of our questions. Learn how his art teacher's husband set his destiny, why he admires Goku (from Dragon Ball) and Rocky, what he fears, and why he hasn't really seen NYC despite going there more than once.

3 hours ago

Weber Shandwick's APAC chairman departs after 17 years

Industry veteran Baxter Jolly will leave to explore professional and personal interests.

6 hours ago

Despite recent controversies, aesthetic diversity ...

SHANGHAI ZHAN PODCAST: Shiseido China’s Carol Zhou says that Chinese women are now more accepting of their own physical features and will be looking to beauty brands to improve them.

6 hours ago

POSB Bank aims to reach kids early with animated tales

The Singapore bank attempts to teach financial literacy with a series of stories created by The Secret Little Agency.