Metalworks by Maxus

Nico Abbruzzese

Global Director of Creative Technology at Maxus

Nico has been an entrepreneur since his early 20s and has started 3 digital agencies throughout his entire career. Nico has subsequently held managerial key appointments in agencies like JWT/RMG Connect and STW Group as an Executive Producer and Head of Digital Strategy, respectively.

Nico has spent the last 17 years managing and strategizing digital campaigns in Europe, APAC and Australia, working with creative talents from all nationalities specializing in art, technology and design.

Nico has worked with an array of Fortune 500 brands across different industries including IBM, Vodafone, LG, Nestlé, HP, HSBC, P&G, Shangri-La Group, maximizing full return of investment for each of his client’s marketing spend.

At Maxus, Nico leads the creative technology R&D unit, Metalworks, with his technical partner Tom Kelshaw — uncovering emerging trends and building creative technology solutions that help Maxus and its clients lean into change.

Nico was Head of Digital Asia Pacific for Maxus from Aug 2009 to Dec 2013.

Tom Kelshaw

Director of Technology

Tom began work in marketing in 1997, creating some of the first websites and banner ads for agencies as an after-school job. After graduating with a degree in film and fashion marketing and founding a web development agency, he joined Singleton Ogilvy&Mather as a digital producer & strategist on Nestlé, Nokia and American Express.

Tom has spent the last 14 years in planning & digital strategy roles in USA, Brazil and Australia, specializing in the intersection of technology, marketing and consumer behavior.

Before joining Maxus, Tom worked with Coca-Cola, LVMH Group, Centrebet, Vodafone, Dyson, BellamyHayden, Comitê para Democratização da Informática, ChinaLion Films, technology startup AudioPoint and with JWT as digital planner on Diageo.

At Maxus, Tom leads the creative technology R&D unit, Metalworks, with his business partner Nico Abbruzzese — uncovering emerging trends and building creative technology solutions that help Maxus and its clients lean into change.

Tom was Head of Digital for Australia for Maxus from Jan 2010 to Oct 2012.

Daylon Soh

Communications Manager

Headshot for Daylon Soh

Communications Manager working with Maxus, the youngest and fastest-growing media agency for the last 5 years under GroupM (WPP). As part of the creative technology arm within the global media agency network, my role includes sharing stories of the work we do with Maxus staff, clients and members of the press.

I operate as a journalist, content producer and publicist who's passionate about technology, innovation and creative communities.

Phone
(+65) 63950754
Email
daylon.soh@maxusglobal.com