William Maxwell Aitken, known as “Max,” was born on May 25, 1879, in Maple, Ontario. He was the third son in a family of ten children, led by their father, William Cuthbert Aitken, a Presbyterian minister.
In 1880, the family moved to Newcastle, where Max grew up as a bright yet “idle” boy, a description he later enjoyed recalling. He attended Harkins Academy in Newcastle and began his entrepreneurial journey early by delivering newspapers and publishing his own.
After failing his entrance exam for Dalhousie University in 1895 due to his refusal to take the Latin and Greek papers, Max moved to Chatham. There, he worked as the local correspondent for The Montreal Star and as an agent for Great West Life Insurance Company. He then relocated to Saint. John, where he worked full-time as an insurance agent.
In 1900, Max moved to Halifax where he befriended John Fitzwilliam Stairs, a financial expert and successful businessman. Under Stairs’ mentorship, Max began investing in and trading stocks on the global market.
By 1906, Max Aitken estimated his net worth at approximately $700,000, thanks to his talent for market manipulation and creating lucrative mergers.
On January 29, 1906, he married Gladys Henderson Drury, who was widely admired for her beauty and charm. Their first child, Janet, was born on July 9, 1908, followed by two sons, Max and Peter.
Having established himself as a powerful figure in finance and newspapers, Max began to engage in politics in both Canada and England. In 1910, he moved his family to London, where he aimed to become a prominent figure within the British Empire.
One of his key contacts was Andrew Bonar Law, leader of the Conservative Party. As noted in David George Boyce’s biography of Aitken, “The two men got on well, despite their very different individual temperaments. Both had Scots-Canadian connections, both were sons of the manse, and both were businessmen.”
He propelled himself into Parliament and acquired majority shares in both the Daily Express and the Evening Standard, earning a reputation as a fearless political fixer. Remarkably, he was one of only three men to serve in the cabinet during both World Wars.
H.G. Wells humorously remarked, “If ever Max gets to Heaven, he won’t last long. He will be chucked out for trying to pull off a merger between Heaven and Hell after having secured a controlling interest in key subsidiary companies in both places, of course.”
In August 1914, at the outbreak of World War I, Aitken was appointed honorary Lieutenant-Colonel and was selected to assist the Canadian Overseas Expeditionary Force. He played a crucial role in establishing the Canadian War Records Office in London and ensured that stories about Canadian forces were widely publicized. In January 1916, Aitken published the first volume of “Canada in Flanders.”
During World War I, the new Prime Minister of England, David Lloyd George, granted him peerage as Lord Beaverbrook in 1917. It is said that he chose the name Beaverbrook in fond memory of his fishing days at a place called “Beaver” in New Brunswick. However, another version suggests he randomly picked the name from a map of New Brunswick. Canadians, especially New Brunswickers, prefer the former version.
He was also appointed Minister of Information, responsible for Allied propaganda in both Allied and neutral countries. Leveraging his media expertise, Lord Beaverbrook initiated a coordinated British propaganda program.
Using his extensive network, Beaverbrook commissioned a series of poster campaigns designed by renowned artists of the time. Prominent authors like Rudyard Kipling, H.G. Wells, and Sir Henry Newbolt wrote pamphlets and newspaper articles with his encouragement.
Additionally, Beaverbrook pioneered the design and use of photographic posters for recruitment and introduced cinema newsreels.
Beaverbrook’s wife, Gladys, passed away in 1927.
After World War I, Beaverbrook focused on his Daily Express newspaper business, which soon achieved the largest circulation in the British Isles. Historian A.J.P. Taylor noted, “He had a gift for making you feel when you were with him that you were the most important person in the world. Of course, I know he forgot about me the moment I left the room, but it was magical all the same. Max Beaverbrook knew how to steal the hearts of men.”
In early 1940, following a meeting with Winston Churchill, Beaverbrook dedicated his efforts to the war effort. Churchill appointed him Minister of Aircraft Production, recognizing his ability to inspire and drive staff. During this time, Beaverbrook introduced the slogan “Pots and Pans for Britain’s Planes,” a unifying call to action that significantly boosted morale and production.
Under his leadership, British Spitfire planes became a formidable force. During World War II, he served as Minister for Aircraft Production (1940-41), Minister of Supply (1941-42), Minister of War Production (1942), and Lord Privy Seal (1943-45).
After the war, Beaverbrook married Lady Marcia Dunn, the widow of Canadian steel magnate Sir James Dunn, and turned his attention to philanthropy, focusing particularly on his home province of New Brunswick.
In Fredericton, he donated the Beaverbrook Art Gallery with a million-dollar endowment and 300 paintings, several buildings at the University of New Brunswick, an ice rink in honour of his first wife, and, together with his second wife, donated the Playhouse, which remains a cultural arts center.
In the Miramichi region, his donations included former town halls in Chatham and Newcastle, Enclosure Park, the Old Manse Library, the Lord Beaverbrook Arena, Sinclair Rink, and Town Square Park. He also established scholarships for schools throughout the province and endowed numerous churches and charities. Max Aitken Academy, established in 2016 in Newcastle, was named in his honour, preserving the legacy of Lord Beaverbrook.
Lord Beaverbrook also left a profound impact on New Brunswick’s economic sectors. He was instrumental in the development of the forestry and pulp and paper industries, catalyzing significant economic growth, creating numerous jobs, and greatly enhancing the region’s prosperity.
Beyond his contributions to the arts and economy, Lord Beaverbrook’s philanthropic efforts extended through the establishment of the Beaverbrook Foundation. This foundation continues to support a broad range of charitable initiatives within New Brunswick and beyond, including educational programs, cultural projects, and healthcare initiatives, integrating itself deeply into the province’s social fabric. The ongoing work of the foundation perpetuates Lord Beaverbrook’s legacy of generosity and vision, making a lasting positive impact on countless lives.
Lord Beaverbrook’s legacy in New Brunswick is a testament to the profound influence one individual can have on a region through commitment, vision, and philanthropy. His contributions have left a lasting mark on the arts, economy, and community life, enriching the lives of residents and ensuring his memory endures for future generations. Lord Beaverbrook’s story is a powerful reminder of the potential for greatness and the substantial impact that can follow when one is driven to make a difference. His remarkable contributions continue to inspire and uplift the people of New Brunswick.
Lord Beaverbrook passed away on June 9, 1964, just two weeks after his eighty-fifth birthday. His ashes are interred in the plinth of a bust by Oscar Nemon located in Newcastle Town Square.
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