NEW YORK WPP Group media shop Maxus has named Karen Kaufman to the new post of worldwide business development director.
The move is part of an effort by WPP’s media management arm GroupM to help Maxus, the smallest of the media agency networks that it oversees, to grow. According to billings tracker Recma, Maxus has worldwide billings of $1.8 billion and U.S. billings of $300 million.
Kaufman’s new responsibilities will include a range of functions including the creation of new services, articulation of the agency’s vision to clients and prospects, and developing and implementing the agency’s new business strategy, among others.
Kaufman joins Maxus from its sister agency, Mindshare, where she most recently served as a managing partner and head of the agency’s business planning unit. Previously, she was director of Mindshare unit ATG, which focuses on econometric modeling and other so-called marketing science techniques.
Earlier, Kaufman was with sister creative shop Ogilvy & Mather, which she joined in 1999 and where she utilized marketing-mix models to help clients assess the effectiveness and productivity of their marketing choices.
Kaufman will report to Kelly Clark, who was named worldwide CEO of Maxus last October. Both executives are based in New York. In a statement, Clark said that Kaufman “has a great track record of working with very sophisticated marketers, and her expertise in marketing effectiveness will be a huge asset for our agency.”
In addition to Maxus and Mindshare, GroupM oversees global ad shops Mediaedge:cia and MediaCom.