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Maxus Partnerships brings together Twinings and The Huffington Post UK

24 March, 2014


LONDON — Twinings has today launched its first ever content partnership and digital campaign, ‘Make Work Wonderful’, which includes a new channel on The Huffington Post UK’s Lifestyle section. The campaign, an extension of the current Infusions TV and radio campaign ‘Make Water Wonderful’, is targeting working women aged between 25-45 and aims to increase awareness and trial of the Infusions range.

The campaign was created, planned and negotiated by Maxus Partnerships.

Great tasting content
The existing Twinings Infusion TV advertising campaign (creative by AMV BBDO London) has begun to establish Infusions as an alternative to water. The partnership with The Huffington Post UK aims not only to position Twinings Infusions as a way to make water more interesting, but also to create a ritual that lifts the working day spirit. This will be achieved through the creation of specially devised content targeting women at work, as well as utilising The Huffington Post’s new native ad format Sponsor Monster.

The channel will feature a mix of editorial and sponsored content that will go live at 3pm each day, a time when many office based workers experience a ‘dip’ in energy and are looking for an alternative to water. The content will also be distributed across the social platforms of both Twinings and The Huffington Post UK. The entertaining and shareable content will include topics such as, 10 reasons gossiping is good for the soul and, the best ways to maintain a healthy Work/Life balance.

Enhanced Reach
In addition, the campaign will be supported by a significant SEO programme and blogger outreach activity and the content will also be distributed across the Taboola platform, ensuring the content can be easily discovered.

The campaign’s reach will also be further extended beyond The Huffington Post UK to other publishers utilising rich media ad formats across AOL's market leading ad network

The ‘Make Work Wonderful’ campaign will be further underpinned by an UK-wide office sampling tour. A ‘tea-party’ will be held at The Huffington Post’s London office on 25th March.
James Smith, head of connections at Twinings said, “Our Twinings Infusions audience is working women – especially those based in offices – looking for a great afternoon alternative to water. Our core consumer is both health conscious and career minded, so the editorial policy of the Make Work Wonderful hub will reflect their interests.

“The Huffington Post UK’s creation of this dedicated hub ensures that we’re building an understanding of what makes our customers tick, specifically the impact Twinings Infusions can have on improving their working day. Delivering engaging digital content alongside focused activity to our target audience, whilst uncovering valuable consumer insights.”

Carla Buzasi, The Huffington Post UK editor-in-chief and global editorial lifestyle director, said “Taking a few moments out of your day is proven to be hugely beneficial for your health and mind, and something we’re big advocates of at HuffPost Lifestyle. Features and blogs on work/health related topics have proven to be exceptionally popular with our users. So, in partnership with Twinings we decided to create a place where women could take time out of their busy lives to share experiences and kick-start conversations with like-minded people.”

Laura Wade, Head of Maxus Partnerships, commented, “We all know content is key in reaching consumers these days, but you need more than just amazing content. Brands need to understand their audiences and this is an amazing opportunity for Twinings Infusion to find out what its audience watches, comments on and shares. The Huffington Post UK, a highly progressive publisher, has created the ideal platform to create, track and evolve content that excites Twinings Infusion’s core audience.

“The partnership between Twinings Infusion and The Huffington Post UK is a shining example of the success of our partnership programme.”

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2012), billing upwards of £400 million.
Maxus UK clients include BT, Barclays, L’Oreal, Fiat Group and Associated British Foods.
Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit  

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the only agency born in the digital age and the fastest growing global media network for the last four years (source = Recma).

About The Huffington Post UK
The Huffington Post UK ( part of AOL (UK) Ltd, launched in July 2011 and is a leading source of news, opinion, entertainment, community and digital information. The site combines journalism, technology, engagement and video to reach a global audience on every platform. The award-winning Huffington Post UK has over 8,000 bloggers -- from politicians and celebrities to academics and policy experts -- who contribute in real-time on a wide-range of topics making news today. Among them are Tony Blair, David Cameron, Ricky Gervais, David Beckham and Annie Lennox. The Huffington Post UK has won numerous awards over the past two years including the AOP Awards, Online Media Awards, Cannes Lions Awards, The Digitals and Marketing Week Engage Awards.

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