Maxwell Lord was the manager of the Ultimen.
As the manager of the Ultimen, Lord got them licensing and endorsement deals. He claimed that the money he gained from the Ultimen went back to the team in order to fund overhead and basic necessities. Batman disliked Lord and said that he would do anything to make money.
Lord was not only their manager, but also their caretaker employed by Project Cadmus. He genuinely cared for the Ultimen, making him a sort of surrogate father. He tried to bargain with Amanda Waller and then risked his life to try and bring them back to Cadmus alive.
When the Ultimen were defeated by the Justice League, Lord assured them that their last days would be comfortable.
In the DC Comics, Maxwell Lord was the public face for the Justice League International, with the ability to persuade people with his mind. However, over time, he was revealed to be a criminal mastermind who despised the Justice League. During the Infinite Crisis, he murdered Blue Beetle and manipulated Superman's mind to believe that Batman, Wonder Woman, and the other members of the Justice League of America were his enemies (Darkseid, Doomsday, etc.). The only way to stop it was to kill Lord, and Wonder Woman snapped his neck, causing a rift between Superman, Batman, and Wonder Woman.
|PR / Manager||Maxwell Lord|
|Psychology||Hugo Strange • Moon|
|Military Tactics||Wade Eiling|
|Captain Atom • Doomsday • Galatea|
|Ultimen||Downpour • Juice • Shifter • Long Shadow • Wind Dragon|
|Task Force X||Captain Boomerang • Clock King • Deadshot • Rick Flagg • Plastique|