Maxus hires TalkSport's Laura Wade to run partnerships division

Maxus has launched Maxus Partnerships, a content and sponsorships division, and hired Laura Wade, the head of digital at UTV's TalkSport and Sport magazine, to run it.

Laura Wade and Tim Irwin: changes at Maxus
Laura Wade and Tim Irwin: changes at Maxus

The new division will create content and arrange services such as product placement, rights holders partnerships, ad-funded programming and partnerships with media outlets and other companies, such as schools.

Wade, now head of Maxus Partnerships, is in the process of recruiting a team of four to work with her.

At TalkSport, she worked closely with editorial teams and rights holders to create content-led partnerships for sponsors. Prior to TalkSport Wade was at Carat Sponsorship, latterly as a communication sponsorship manager.

Wade will report into Tim Irwin, the chief operating officer at Maxus.

Irwin said: "The current standard partnership model is still relevant but as consumers and the media landscape change, partnerships must evolve too."

Maxus Partnerships will work across platforms with a focus on digital, using social and search resources from the wider agency.