"The long-term plan is that it will report directly to GroupM as the others do and as it does in India," said Waters, confirming that India and Asia-Pacific managing director CVL Srinivas has been appointed regional CEO of Maxus. "There are strategy planning meetings regarding the Maxus plan and business in Asia-Pacific with a view to defining and enlarging the offering and the business," he added. "Maxus country heads will continue to report into MindShare, with a dotted line into Srini. Over time, we will change the reporting line."
The growth of MediaCom, according to Waters, has affected Maxus operations in certain markets -- most notably Beijing, Hong Kong, Taiwan and Thailand -- where Maxus staff have moved to MediaCom. Maxus launched in Asia-Pacific in early 2004 under CEO Alice Lam, who departed in 2005. The brand's regional growth has been led by its India, China and Hong Kong operations.
