Max MacBeath

Head of Strategy | Union Group

Known for his heartfelt approach to brand storytelling, Max brings brands into the spotlight by making them a part of the cultural conversation. As the newest member of the leadership team, Max is delighted to have returned to the Union to apply his extensive strategic experience, with a touch of charm and creativity, to develop advertising strategy that resonates with the people where he calls home. 

At Cossette in Canada, he led a crucial strategic rebuild post-pandemic, this leadership was instrumental in securing and nurturing relationships with some of the most prestigious global brands and fostered a collaborative space that excelled in delivering innovative business and creative strategies. Passionate about inclusivity, Max directed an internship program aimed at diversifying the advertising industry. 

In London, Max honed his skills at VCCP and George & Dragon, launching impactful campaigns for beloved national brands and navigating complex challenges into growth opportunities. His strategic acumen earned him a place on the APG Shadow Committee, contributing to industry-shaping initiatives like the ‘right to disconnect’. 

Max’s deep appreciation for narrative, shaped by his studies in English literature and interests in anthropology and film, fuels his distinctive approach to marketing. Friendly and energetic, Max crafts standout campaigns that resonate widely and have earned accolades for creativity and effectiveness at Cannes, the Marketing Society, APG, Effies, and D&AD.