Maxus has turned to an executive with experience at publishers and cable networks to lead its content development in North America.
As content director, Lori Greene will work closely with North American chief strategy officer Mark Egan and branded content executives at GroupM, the larger group that oversees all WPP Group media agencies.
So, while Greene may hire associates to bolster Maxus' content offering, she'll primarily look to leverage existing services at GroupM to meet the needs of Maxus clients, explained Egan.
"The Maxus philosophy is to rely more consistently on the resources at GroupM," Egan said.
Early in her career, Greene worked as a producer at The Travel Channel, Lifetime and The Food Network. She then shifted her focus to developing digital content for the likes of Court, A&E and the Reader's Digest Association.
More recently, Greene was an executive producer at BBC America Digital and an svp of digital media at HSM Global. Since 2012, she has worked as a consultant in the realm of content strategy for companies such as Time Inc.
Greene's broad range of experience appealed to Egan, as well as her collaborative spirit. In her new job, she reports to Egan.