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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.
This week, the agency itself became an acquisition target, with performance TV platform MNTN adding Maximum Effort Marketing as its creative wing. Reynolds will become MNTN’s chief creative officer, while co-founder George Dewey retains his role as president of Maximum Effort Marketing.
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