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Chicco appoints Maxus Scotland as lead UK media agency

29 March, 2017

Andrew Dunn

Chicco, the leading baby and toddler care brand, has appointed Maxus Scotland as its lead UK media agency.

Maxus Scotland was awarded the account with no formal pitch process, after being approached by Chicco. (Maxus currently works with Chicco in other markets, including France and Italy). Maxus Scotland devised a UK strategic framework and will oversee the delivery of online and offline support in 2017. The account is worth in the region of £2m in billings.

Maxus Scotland will start by handling TV media for Chicco’s new campaign to promote its award winning Chicco Next 2Me side sleeping crib.  The prime time TV campaign showcases the Chicco Next2Me crib, one of the brand’s hero products designed to allow parents and their baby to sleep next to each other without sharing the same bed. Maxus Scotland will also handle other product campaigns throughout 2017, managing both online and TV media.

As part of the new account win, Maxus Scotland has appointed Eilidh Charles as media manager to run video activity for the Chicco account. In line with a focus on building an experienced, cross channel team, Charles brings over 10 years media experience and joins from Mediacom Edinburgh.

Mitch Levene, Managing Director at Chicco said: “Maxus Scotland’s approach to media and the ideas presented to us really matched Chicco’s ethos. More importantly they really understand how to reach our target audiences. Their creative and active approach to media was what sealed it.”

Andrew Dunn (pictured), managing director, Maxus Scotland added: “Chicco is a hugely loved brand. Not only are its products great to look at, but they also make parents’ lives much easier.  (And I say this as a dad!) Winning this account, with Chicco’s amazing understanding of its target audience, is a real coup. The win reinforces our agency ethos of being agile, brave and innovative. These three attributes also sum up Chicco!”

Dunn also commented on the appointment of Eilidh Charles: “Eilidh’s expert knowledge and skill set, coupled with her exceptional work ethic and charismatic energy, means that she is an ideal fit for Maxus.“

About Maxus Scotland

Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten UK agency, billing upwards of £400 million.

Maxus Scotland was launched in summer 2016 to service Scotland and UK regional business. Since launch, it has won several new accounts and now has projected billings of over £6M pa.

Maxus UK clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget. It was named Agency of the Year at the 2014 Media Week Awards and was ranked 37th in Sunday Times Best Company to Work For.

Maxus UK has pledged its commitment to the IPA’s Make The Leap campaign, supporting four diversity and equality goals, including aiming for 40% representation of women in senior management roles by 2020.

Maxus UK is part of the Maxus Global network, which employs over 3,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. For more information, visit and @maxusscotland

Maxus is part of GroupM, the world’s largest media investment management group, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.

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