n a strategic move internationally, GroupM, the parent company of WPP�s media operations, has launched a new global media network called Maxus. Maxus has been created through a consolidation of GroupM�s existing media assets, including the operations of Maximize. The Maxus network was launched in 14 countries across Asia Pacific recently and would roll out into 33 global markets during the course of year 2004.

The international development, however, affects India a little differently. As Maximize in India had been operating as an independent brand under the GroupM umbrella with a separate management, the change is largely restricted to the brand name. And while internationally, Maxus would operate as a standalone brand alongside GroupM�s existing media brands, Mediaedge:cia and MindShare, in India, Maxus will operate alongside MindShare and Fulcrum. The combined billings of these three units in India is estimated at Rs 1,500-2,500 crore. Maxus India will be headed by CVL Srinivas, who was heading Maximize India till now. ... more