Ryan Reynolds Explains the Sale and Future of His Agency, Maximum Effort

The marketing-savvy actor and co-founder George Dewey tell Adweek why they merged with MNTN

Ever since Maximum Effort Marketing launched in 2018, the agency has helped fuel the growth of co-founder Ryan Reynolds’ investments—such as Aviation Gin, which he sold to Diageo in 2020 for more than $600 million.

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