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Ryan Reynolds has sold his creative agency.
Maximum Effort Marketing, the creative powerhouse behind viral ads like dating platform Match’s fiery “Match Made in Hell” and all of the recent advertising work for the Reynolds-owned Mint Mobile and Aviation American Gin, has been acquired by performance TV platform MNTN (pronounced “mountain”).
Under the deal, Maximum Effort Marketing will retain its identity, operating as a creative agency within MNTN. Reynolds will assume the role of chief creative officer for MNTN and George Dewey will continue in his role as president of Maximum Effort.
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