The Future of Agencies

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

Reynolds will now be chief creative officer of MNTN, which acquired Maximum Effort Marketing.Ryan Reynolds via YouTube
By David Griner

June 25, 2021

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.

David Griner

David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."

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