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Maxus UK wins National Payroll Giving Excellence Award

20 November, 2014

Maxus UK wins National Payroll Giving Excellence Award

LONDON — Maxus UK has won an award for Best Campaign in the National Payroll Giving Excellence Awards 2014, in recognition of its launch campaign which drove 22% of employees to donate directly through their pay and raised over £6,000 for charity.

Maxus has partnered with Workplace Giving UK to encourage employees to donate to charity directly through their pay, inspired by the success of a similar scheme launched at sister agency Mindshare.

To launch the scheme and simultaneously introduce charity partner Make-A-Wish, Maxus created a campaign, “Join the Charity Stars and Become a Wish Maker”. Launch communications focused on a fundraising event to facilitate sponsorship of a ‘wish’, clearly communicating the number of staff who would need to sign up to raise the £4,000 to achieve this.

At the event, senior management dressed as famous ‘stars’ to create buzz around the event and to demonstrate support for the scheme at senior level.
Some 49 Maxus people signed up within the two-hour event period, raising over £6,000 for charity overall and achieving the £4,000 target for Make-A-Wish to grant a wish for a poorly child.

Following the launch campaign, 22% of Maxus employees signed up to the scheme, compared to a national average of 6% employee uptake at UK companies offering the same scheme.

Maxus ran a further event in October which saw employee uptake at the agency increase to 27% , currently the highest rate within GroupM companies signed up to the scheme.

Kirsten Oates, head of people and culture, Maxus UK, said: “Charitable giving is a high priority at Maxus and we involve the entire agency in selecting our charity of the year. We partnered with Workplace Giving at Maxus to offer staff the opportunity to make a difference, and 27% of the agency has signed up to the scheme.

Workplace Giving provides a fantastic opportunity for us all to support our chosen Charity of the Year as well as individual charities close to our hearts. The Workplace Giving team has been incredibly supportive in helping us to launch the scheme at Maxus.”

Workplace Giving is the most cost effective method for charities to raise funds and the most tax efficient way that employees can donate. It is the only way that charities can receive the full tax benefit from higher rate tax payers. A £10 gift from a higher rate tax payer translates into a £16.67 donation to the charity.

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 2014), billing upwards of £400 million.

Maxus UK clients include L’Oreal (the largest media account in the UK for the last 5 years) BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget.

Maxus UK has established itself (July 2014) as the agency with the most sustained growth of the top 10 media agencies last year. In 2013 the agency grew 20% with overall activity rising to £758m (2013) from £632m (2012) to become the 8th largest media agency in the UK (source: RECMA).

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 RECMA’s No1 for Vitality in the UK, 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

Twitter: @maxuslondon

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 fastest growing global media network for the last five years (source: RECMA). For more information visit

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