MacPherson has launched the agency after nine years heading up UK and EMEA sales for global DMC AlliedPRA.
AbleMaxx has won Global DMC Partners as a client and has appointed Chris Bason as account director UK in a full-time role.
Macpherson said: "There is much competition in the UK representation sector and I am keen to ensure that the support we offer to our clients exceeds expectations. I have built up many contacts over the years in the MICE sector with a sales and client services perspective.
"Chris comes from an event background so he offers a different perspective to their brief and their internal challenges. He really ‘gets it’ and has some refreshing ideas. As a team we offer an essential bridge between our event planning clients and our overseas partners: the best possible local support to create successful events with the right overseas partners."
Bason added: "Maxine and I have worked together for many years and we believe we can create great growth for AbleMaxx and Global DMC Partners with the relationships we both have in the industry. We have very different and diverse skill sets, with me 20 years operating events and Max 20 years representing global DMCs and other tourism products.
"Maxine and my family are all based in Marlow and I know I have made the correct decision by moving quickly to minimise disruption at CWT. It was a personal decision. I truly love my new challenge and we are at the very beginning of an amazing journey."