MX

What does it take to help B2B brands grow in an increasingly complex global marketplace?

Our President and CEO, Tony Riley, explores that question in a recent podcast conversation with Deborah Malone of The Internationalist about the future of B2B marketing, the evolving role of agencies and why independence matters.

At MX, we focus on helping companies solve business challenges. That means understanding our clients' markets, customers, and growth opportunities, and bringing together strategy, creativity, and technology to deliver results.

Our work spans brand strategy and positioning, breakthrough creative campaigns, customer experience, and marketing technology. One recent example: our Effie-winning campaign for Okta, which demonstrated how smart strategy can help a B2B brand stand out against much larger competitors. And sometimes our solutions go well beyond traditional marketing, like building a platform for buying steel pipe and tube that also delivers business insights and creating a digital well-maintenance solution for customers of a major pump manufacturer.

And as B2B markets become more regionalized, local expertise matters more than ever.

Through GlobalAgility, our network of seven independent agencies, we combine deep local market knowledge with specialized B2B expertise to build teams around clients' specific growth challenges.

As Tony explains, the opportunity for agencies today is to be more than executional partners. It's to become strategic partners in driving growth.

To hear more, listen or watch: https://hubs.la/Q04CHDND0

🌎 What does the next generation of B2B agencies look like?

More strategic. More collaborative. And focused on solving business challenges that extend well beyond traditional marketing.

In a new interview with Deborah Malone of “The Internationalist,” MX President and CEO Tony Riley shares his perspective on how the agency model is changing—and how MX is responding.

Among the topics:

*GlobalAgility: Why MX joined six other independent agencies around the world to create a flexible model that brings the right capabilities and local expertise to each client challenge.

*AI: How technology can help independent agencies collaborate seamlessly while freeing up more capacity for strategic thinking.

*Beyond advertising: How MX is developing digital tools, e-commerce platforms and other solutions that address clients' business challenges.

*True partnership: Why agencies should be involved earlier in business planning, not simply brought in to execute campaigns.

The common thread? Agency value isn't just about what gets produced. It's about the impact on a client's business.

Read the full interview: https://hubs.la/Q04BQhnz0

When Global Reach Is No Longer Enough – Signals, Insights, & Perspective The Internationalist connects the people and ideas in international advertising, marketing and media through content, thought leadership, community and collaboration. Marketer driven, The Internationalist has become a trusted source for international best practices, and is dedicated to the business....

Congratulations to our own Anca Rhone, named to Campaign's 2026 "40 Over 40" alongside an incredible class of leaders and trailblazers shaping advertising, marketing, and media.

In B2B, Anca zigs when others zag. An Effie winner who takes clients from mediocre to #1. She's relentless, innovative, and refuses to accept the status quo.

So well-deserved. MX proud today. 🎉

Thank you, Reuben Webb and The Drum! We love your take and this coverage of our work for SEEBURGER.

We’re pleased our client was open to using humor to help make its integration software accessible and memorable.

As our Paul Hirsch says: “Most enterprise technology advertising tries to explain what software does,” Hirsch says. “SEEBURGER sets out to show what it feels like instead….The comedy isn’t about technology; it’s about the freedom technology creates.”

𝑩2𝑩 𝑪𝒓𝒆𝒂𝒕𝒊𝒗𝒆 𝑪𝒂𝒍𝒍𝒐𝒖𝒕: 𝑺𝒆𝒆𝒃𝒖𝒓𝒈𝒆𝒓 𝒇𝒊𝒏𝒅𝒔 𝒂 𝒃𝒆𝒕𝒕𝒆𝒓 𝒖𝒔𝒆 𝒇𝒐𝒓 ‘𝒇𝒓𝒆𝒆𝒅-𝒖𝒑’ 𝒕𝒊𝒎𝒆 | 𝑻𝒉𝒆 𝑫𝒓𝒖𝒎

B2B Creative Callout: Seeburger finds a better use for ‘freed-up’ time Instead of promising that automation will help employees cram in more high-value work, ‘Love Your Integration’ suggests they might simply get some of their attention back.

Featured in AdAge ’s 20 Creative Campaigns to Know About Today, is our new work for SEEBURGER.

Germany-based integration software company SEEBURGER is using humor to stand out in the crowded U.S. enterprise tech market with its first brand awareness campaign, “Love Your Integration,” from The MX Group. The centerpiece is a comedic spot in which an office worker finally notices a colleague’s pet falcon after SEEBURGER's integration platform frees him from all-consuming tech headaches. Supporting print and social ads continue the playful theme by showing IT professionals affectionately embracing servers and laptops, positioning reliable integrations as something customers can genuinely love.

https://hubs.la/Q04tNnf30

At MX, we know a thing or two about helping brands punch above their weight. We call it The David Code.

Taking on giants is what independent agencies do every day — and it's a big reason we're launching GlobalAgility.

Built alongside six like-minded agency partners, GlobalAgility gives multinational B2B marketers a smarter way to scale globally. Instead of relying on a rigid network, we assemble custom teams tailored to each client's needs, bringing together the right mix of expertise, capabilities, geographic reach, and cultural and linguistic insight for every challenge.

It's a more agile, more effective approach to global marketing. Exactly what today's B2B brands are asking for.

We're honored to see the launch featured so widely. Like here: GlobalAgility Launches to Deploy Local B2B Marketing Expertise Across the World - Roastbrief US https://hubs.la/Q04r3kYY0

403 Forbidden

A big thank you to the team at Campaign US for featuring GlobalAgility and MX in Movers & Shakers.

The MX Group launched GlobalAgility, a global marketing proposition that brings together seven independent agencies across Europe, APAC and North and Latin America: Aim B2B by Custom Media (Tokyo and Seoul), Bray Leino (U.K.), Changee (Milan), The Crew AG (Stuttgart, Germany), Nowa Empower (Stockholm and Gothenburg, Sweden) and Xebec Communications (Pune, India).

We're taking a different approach to global B2B marketing.
Reshape tomorrow.

Movers & Shakers: Born Social, Ethos, Wings Credit Union and more This week’s agency news, people on the move and brand buzz.

The MX Group is partnering with six independent agencies outside the U.S. to create bespoke international teams and work for B2B marketers around the globe.

Clients will benefit from a single agency relationship and contract, underpinned by a shared operating model that enables seamless collaboration, delivery and reporting across every market, while ensuring they work with senior B2B specialists throughout every engagement.

The Ad Age news is here:

Agency Brief—Edelman’s cultural bet, Farmers’ reviews wrap This week, we’ve got the exclusive on Edelman’s Jarrod Moses taking on a bigger culture-marketing mandate, plus Farmers Insurance wrapping up an agency overhaul.

Number 1 in unaided brand awareness and now a GOLD winner at the B2B Marketing Elevation Awards! 🏆

What made Okta’s “It’s Possible” campaign special was the real-world impact it had on mindshare and business growth. It out-performed massive tech giants. Used a leaner budget. And proved that strategic messaging and media placement can beat spend. The campaign results? 2x qualified leads and increased pipeline.

Congratulations to the MXers who worked on this campaign!

At MX, independence isn't just something we celebrate on the Fourth of July. It’s been part of our DNA for 30 years.

While much of the advertising industry has consolidated, we've remained proudly independent. That means we answer to our clients, our people, and our values — not outside owners.

Our Amy Petley shares why that commitment to independence continues to shape the way we work, and why it matters now more than ever: https://hubs.la/Q04nfjsY0 (The Drum subscription required)

Happy Fourth of July from all of us at MX!

How The MX Group has protected its independence for 30 years As competitors were snapped up by hold-cos, The MX Group resisted. For The Drum’s series Secret Sauce, Amy Petley explains how this independence has contributed to its recipe for success.