David Gaines
Chief Planning Officer
Maxus Americas

After spending the first 5 years of his media career in media in London, David was offered the opportunity to head planning for Unilever within Ammirati Puris Lintas Australia. After a 2 year period, he then moved to perform the same role across Asia Pacific and then for IBM APAC for the next 4 years within MindShare.

In 2005 David approached GroupM with a business plan to develop a fourth agency in Australia. The plan was approved and albeit just David and desk, Maxus Australia began.

He was also heavily involved in a number of industry initiatives as the Chairman for Digital for the Media Federation of Australia. Whilst in this role, he worked with a team to develop the first audience measurement system for the internet with Nielsen and the IAB. At its launch it was the first of its kind globally.  

Maxus in the meantime had grown from a desk to a top 10 agency in Australia with David now the CEO of the business covering Sydney and Melbourne. 

Early in 2009, after WPP took the strategic decision to formally launch Maxus globally with Kelly Clark at the helm, David was one of the five original architects of the network model. With a simple brief of ‘build the agency we should all be in the future’, the global agency was rolled out around the world.

He briefly left the Maxus family to start an agency of his own with a focus on better utilization of data to inform creative strategy. However, a call from Kelly Clark, has brought David back to Maxus and his role is now to ensure NA becomes the gold standard example of the Maxus vision.  

His role as Chief Planning Officer for the Americas is to redevelop the agency’s approach to communications development. This lager goal is this informs and redefines the role of a media agency in North America.

David Gaines

David Gaines