Preventing squashed textures when animating

I'm trying to create an animated timer bar in max. I have a quad object and I am trying to animate it so that its width goes from 100% down to 0%. The problem is that when I do this my texture squishes with the geometry. I've tried to use a skin modifier to animate the points with a UVW map modifier above it in the stack to prevent the texture from scaling as well, but it seem to ignore the UVW modifier. Anyone have any ideas on what I'm doing wrong or should be doing differently?