Pulse Advertising appoints Maximillian Adagio as Senior Director Growth
Pulse Advertising has appointed Maximillian Adagio to the role of Senior Director, Growth, in its New York office. Adagio previously spent five years at The Goat Agency, including through its acquisition by WPP. His new remit will focus on developing Pulse Advertising's US client base.
US expansion
Pulse Advertising has operated in the US since 2015. The agency works with clients such as Apple, Estée Lauder Companies, American Express, and Google. It employs a team of more than 125 staff in 11 offices globally, supporting both international and local campaigns for multinational clients.
Agency operations
Adagio cited the organisational structure of Pulse Advertising as an important factor in his decision to join, praising its streamlined decision-making and fast-paced delivery for clients. He highlighted both its higher use of AI throughout staff operations and its investment in creativity.
"In particular, the agility and lack of bureaucracy make Pulse Advertising a great place to work and deliver results. The business is of the right size and structure that it truly can move quickly. This speed not only applies to implementing new ideas and technology (staff AI use is higher here than any organization I have ever been at), but also in terms of the delivery process to clients," said Adagio.
He added that the agency's ability to combine creativity and consumer data was influential, describing its backing for creative teams as "an important and human decision that balances with their elite technical abilities".
Market perspectives
Adagio also commented on contrasts between the UK and US markets, noting distinct consumer attitudes and shifting demographics in the US. He said that the current landscape is defined by rapid changes in behaviour, attention, and brand receptivity, fuelled by digital content and AI-enabled marketing strategies.
"US consumers are more receptive to advertising, but less receptive to new brands, and a price vs. patriotism war is raging. The last five years have seen dramatic changes in US demography, consumer attitudes, behaviour and attention. The tandem rise of content and AI allows brands to test and learn at incredible speeds to navigate these changes. For these reasons the US is the ideal testing ground and it's a great opportunity for Pulse Advertising: it's the largest consumer market by spend, and it's an open market where innovation and new platform functionality are more available than anywhere else," said Adagio.
Executive views
Lara Daniel, Co-Founder and Chief Executive Officer at Pulse Advertising, said Adagio's experience would be significant for multinational brands looking to consolidate influencer marketing's role within their media strategies. She linked his appointment to evolving market demand for integrated and efficient global campaigns.
"We are delighted to have Maximillian on board. At a time when influencer marketing is entrenching itself in media budgets, we believe his appointment will benefit our clients across their multinational presence. As a global agency we are able to match commerce driven brands' global objectives, driving consistency and efficiency," said Daniel.
