Mindshare is one of the world's leading media planning and buying networks, and the biggest by billings within WPP. Traditionally it is aligned with the J Walter Thompson and Ogilvy advertising networks, but also handles media for a wide range of third-party clients. In 2008, Mindshare unveiled a radical restructuring, designed to broaden significantly the range of marketing services it offers beyond simply media management. As a result, in addition to branded entertainment and sponsorship it also offers what it calls "invention": media-neutral creative solutions, which are designed to be executed by clients' existing advertising agencies or by sister units within WPP. Recma ranked Mindshare as the #4 media specialist worldwide in 2014 with billings of $33.66bn.
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. The Adbrands Company Profile of Mindshare summarises the agency's history and current operations and contains the following links:
Adbrands Weekly Update 26th Nov 2015: As rumoured last week, Unilever has indeed concluded its global media review, reappointing the incumbents without any significant changes. Main account holder Mindshare retains all its current markets, but added some Eastern European countries previously managed by PHD. However, the latter retained China and Initiative kept hold of Russia (and also Greece). PHD had already been awarded Australia and New Zealand during the summer, while Initiative's Latin American assignments were not under review.
Adbrands Weekly Update 5th Nov 2015: In what appears to be a protest against the unsolicited purchase of a minority stake by French media giant Vivendi, games developer Ubisoft dropped Havas Media as its lead media agency in Europe after just three months, and is restoring the account to WPP's GroupM. Mindshare will handle the bulk of the business, coordinated from France. Maxus takes back the account in the UK and Germany, while MEC wins Spain and Portugal. Vincent Bollore's private investment vehicle is the controlling shareholder in both Vivendi and Havas. Ironically, Ubisoft's long-standing creative agency is BETC, also owned by Havas, but it retains its role, for now at least.
Adbrands Weekly Update 15th Oct 2015: In another big mediapalooza realignment, General Mills followed up its earlier transfer of US media to Mindshare, but taking the same action for its international operations in Europe, Australasia, and some other countries. The biggest loser is UM, which handled most major European markets and Australia. Mindshare will take on most of the business, but with support from other GroupM agencies in cases of local client conflict.
Adbrands Weekly Update 20th Aug 2015: Another resounding victory for UM: the capture of North America media for pharmacy giant CVS, and also media in Malaysia and nine other Asia Pacific markets for auto dealership Sime Darby, which represents Ford, Peugeot, Land Rover and BMW as well as other marques across the region. CVS and Sime Darby both transfer from Mindshare.
Adbrands Weekly Update 16th Jul 2015: First blood in one of the biggest of the global contests - for the mammoth Unilever media account - went to PHD this week, setting a worrying precedent for global incumbent Mindshare. Unilever's Australian office confirmed the local Omnicom subsidiary as the winner of its media account.
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Free for all users | see full profile for current activities: Mindshare was originally formed in 1997 to combine the former inhouse media department of JWT with O&M's media agency The Network. It was tested in the Asia Pacific region then rolled out in Europe, becoming fully operational throughout these two areas by mid-1999. Since then the brand has expanded relentlessly to encompass the US and various Latin American countries. The key development in the formation of Mindshare was the establishment of a US office in 1999. This caused several ripples within the industry, not least because WPP was able to tempt Irwin Gotlieb, previously president-CEO of MediaVest Worldwide, to run the US agency and chair the global network. Until the announcement of the US launch the two WPP group agencies were partners in The Alliance, a more informal joint initiative to buy TV airspace.
As well as replacing the The Alliance and JWT and O&M's media departments worldwide, Mindshare also gradually steamrollered into The Media Partnership, previously a joint venture between WPP and Omnicom. Formed in 1989, TMP was operational in 12 European territories in mid 1999. WPP gradually extricated itself from TMP during 2000.
One of the last Mindshare territories to be fully merged was South Africa, where Ogilvy's local arm also owned its own separate media shops. Until early 2001, the local Mindshare office represented only JWT South Africa; but in February that year, Ogilvy & Mather Rightford's media department and another shop, Optimum Media, itself a separate media agency owned by O&M Rightford, were merged into Mindshare, becoming the country's biggest media agency.
In late 2003, the group set up US-based Mindshare Entertainment in a partnership with broadcast network ABC to develop advertiser-friendly family-oriented television programming. Also in 2003, Mindshare and WPP stablemate OgilvyOne merged their respective interactive media subsidiaries to form a separate standalone unit mOne Worldwide, offering a broad range of digital media services including interactive TV, email marketing, online advertising and broadband. A search marketing unit, mSearch, was launched in 2005. At the beginning of 2006, however, mOne was dismantled, with Mindshare and OgilvyOne talking back direct control of their respective clients. Mindshare relaunched its own digital business under the name Mindshare Interaction.
In the US, Mindshare had an exceptionally strong year during 2006 after patchy performance over the previous two years. Bouncing back from several damaging client losses in 2005 (including Gillette, following its purchase by P&G), Mindshare converted several important pitches including Sprint Nextel and Wrigley. Those two wins earned the agency Adweek's nomination as Media Agency of the Year in 2006. See full profile for current activities
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