Ryan Reynolds’ creative agency and production company, Maximum Effort, is entering a new chapter after separating from performance marketing company MNTN in a strategic sale. The move is designed to give Maximum Effort greater autonomy while allowing MNTN to sharpen its focus on its core ad-tech business.
The deal follows a growing industry trend of creative shops branching away from corporate structures to regain agility in an evolving media landscape.
Maximum Effort, known for its viral and unconventional marketing campaigns, was originally acquired by MNTN in 2021. Under that umbrella, Reynolds and his team helped shape the company’s creative ad formats, such as their “Maximum Effort Channel,” which blended content and advertising. However, as MNTN continued to expand its focus on ad-tech and direct-response marketing, it became clear that Maximum Effort’s role as a purely creative studio no longer fully aligned with MNTN’s long-term strategy.
By parting ways, both companies can now prioritize their respective strengths—MNTN in performance-driven advertising technology, and Maximum Effort in crafting bold, culture-shaping campaigns that captivate audiences.
What’s Next for Maximum Effort?
With full creative independence restored, Maximum Effort is expected to continue working with high-profile brands in its signature comedic and irreverent style. Reynolds and his team have built a reputation for turning advertising into entertainment, from their viral campaigns for Aviation Gin and Mint Mobile to their work with Deadpool and beyond.
Sources suggest that Maximum Effort could now explore more expansive projects, including original content, streaming partnerships, and even feature film development. Their successful collaboration with Fubo is likely just the beginning of bigger entertainment ventures.
A Sign of Industry Change
The sale reflects a broader shift in the advertising world, where agencies and creative studios are reevaluating their place within larger corporations. As companies prioritize efficiency and specialization, more creative houses are breaking free from corporate structures to regain flexibility.
“In both cases, we’re seeing strategic disentanglements aimed at streamlining operations,” an industry insider told AdAge. “MNTN’s decision to let Maximum Effort go is similar to other industry moves where companies focus on their core offerings rather than holding onto divisions that don’t directly contribute to their business model.”
For Reynolds, this marks yet another business move in his growing portfolio of successful ventures. Whether it’s spirits, sports, or advertising, the actor-entrepreneur continues to prove that when it comes to marketing, maximum effort always pays off.
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