‘More data and precious few insights’ – Q&A with Chris Maxwell from Lution
Late in 2019, a group of senior marketers made for a remote part of northern Tasmania. One of the marketers involved, Chris Maxwell, pitched a round table on in-house agencies, an idea which has now led to a business called Lution. He spoke to Mumbrella’s Damian Francis about how it happened.
Damian Francis (DF): Why did you set up Lution and what makes you think there is a market ready for it?
Chris Maxwell (CM): When I built the in-house agency at Carlton & United Breweries (CUB) back in 2017, it was transformational for the business and I became a firm believer in the in-house model. In late 2019 I was invited to a Mumbrella summit with a lot of other senior marketers, we had a roundtable discussion and one of the topics we discussed was in-house agencies. There was so much interest in the in-house model and how we had built our team at CUB that I realised there’s a real need in the market for a business with experience in the model to help marketers navigate the complexities and show people how it really works. So you could say the idea for the business has roots at a Mumbrella event!
Lution founder and managing director Chris Maxwell
DF: Who are your current clients? Have you hit the ground running or are you building interest?
