Ryan Reynolds Discloses Details on Selling His Company, Maximum Effort, and Outlines Plans for Its Future Operations
MNTN Acquires Maximum Effort Marketing, Expanding Resources for Ryan Reynolds' Agency
In a significant move, ad-tech platform MNTN has announced the acquisition of Maximum Effort Marketing, the creative agency co-founded by actor Ryan Reynolds in 2018. The deal, facilitated by MNTN's focus on connected TV, aims to expand resources for Reynolds' agency.
During an interview with Adweek, Reynolds and George Dewey, President of Maximum Effort Marketing, discussed the deal and future plans for the agency. The terms of the acquisition were not disclosed.
Maximum Effort Marketing, known for its work with brands like Aviation Gin and Mint Mobile, will now serve as MNTN's creative wing. Reynolds will also take on the role of MNTN's chief creative officer.
Despite the acquisition, Maximum Effort Productions, the Hollywood-focused sister company of Maximum Effort Marketing, remains independent. This move is expected to provide Maximum Effort Marketing with a wide range of new resources and capabilities.
Interestingly, this week's acquisition was unexpected, as no prior plans for an acquisition of Maximum Effort Marketing were revealed. Furthermore, no available information indicates that any company took over Maximum Effort Marketing as their creative division in 2023 or that an acquisition of Maximum Effort Marketing was planned.
It's worth noting that Aviation Gin, one of Reynolds' investments, was sold to Diageo in 2020 for over $600 million. With this latest move, Reynolds continues to diversify his business interests.
The acquisition of Maximum Effort Marketing by MNTN was finalized this week, marking a significant step forward for both companies. As Reynolds takes on his new role as chief creative officer, we can expect to see exciting new collaborations and projects in the future.
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