GroupM agency Maxus has today (9 February) announced the launch of a new division, Maxus Technology Consulting, to help instruct clients on how best to use tech as part of their marketing operations.

The agency’s worldwide chief information officer David Kaganovsky, director of technology Gary Revenson and chief strategy officer Damian Blackden will jointly lead the consultancy, which is set to use existing methodology and framework based upon established management consultancy techniques and Maxus’ knowledge of the industry.

“Maxus helps business leaders make the best and most impactful decisions around media and marketing. Brands have seen their investment in marketing technology soar and as the media landscape has changed they have naturally sought our advice, which we have given,” said Kaganovsky, adding that the launch will offer CMOs a defined and defensible business case for any marketing technology investment.

“As part of WPP and GroupM, Maxus is well placed to deliver this advice,” Kaganovsky added.

Blackden expanded on how Maxus Technology Consulting will systematically evaluate each component in a client’s technology stack in order to increase ROI, and ensure that the maximum proportion of budgets can remain deployed on media.

“David’s track record in both the agency and consulting sectors means that he’s ideally placed to guide our progressive client base through the complexity and the ongoing change that define this marketplace,” Blackden added.

The consultancy will work with agency teams to develop bespoke strategies for clients, embedded within Maxus’ operational structure.