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, from whose media departments it was originally created, but it 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 #2 media specialist worldwide in 2016 with billings of $34.99bn.
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Adbrands Weekly Update 7th Dec 2017: WPP successfully tightened its grip on two important client relationships. Mindshare won back global communications planning duties for Unilever, which were shifted out to PHD five years ago. Mindshare already handled media buying in most markets, and the consolidation reduces some of the competitive threat from Omnicom's challenger network. However, PHD retains media buying and planning in a few Asia Pacific markets such as Australia. Similarly, Mindshare squeezed Publicis Groupe units off L'Oreal's media account in China. The French group's Performics agency had been managing analytics and ecommerce operations, which now revert to Mindshare.
Adbrands Weekly Update 16th Nov 2017: As had previously been anticipated, Deutsche Telekom's massive pan-European media budget moves from long-time incumbent Mediacom. A significant part of the business transfers to sister agency Mindshare, but with less responsibility than was previously enjoyed by Mediacom. According to Telekom's VP, marketing communications Christian Hahn, "The media business has changed completely. We want to be masters of this development and steer the media strategy much more independently. We can not completely delegate that to an agency." As a result, Mindshare has been confirmed only as the agency for traditional planning and buying. Media strategy will now be handled inhouse at Telekom. Three other contracts - for programmatic buying, media analytics and search marketing - are also up for grabs but the results will not be announced until early next year.
Adbrands Weekly Update 24th Aug 2017: There was another blow for Publicis Groupe's media division with the loss of the global account for French healthcare group Sanofi, which had been managed by the old ZenithOptimedia network. WPP's Mindshare becomes the main global agency in all markets except the US and Japan, and WPP will also add selected, as yet undisclosed creative responsibility alongside global incumbents Publicis and Havas. In the US, Havas Media will take over full responsibility for prescription pharmaceuticals, as well as planning for Sanofi's consumer healthcare portfolio, recently boosted by the acquisition of the equivalent division of German company Boehringer Ingelheim. Buying for the OTC business will remain with independent agency KWG, which also hands most creative for that unit. Combined global spend is around €900m.
Adbrands Weekly Update 22nd Jun 2017: WPP announced the merger of Ogilvy's Neo@Ogilvy digital media arm, and its 1,000 or so staff, into larger sister Mindshare. It's part of an ongoing consolidation of media units under the GroupM umbrella, and follows the merger of the global Maxus and MEC networks. Neo will continue to operate as a distinct unit, still led by CEO Nasreen Madhany and COO Bradley Rogers, but as part of a newly created Mindshare Performance Group. "In a rapidly changing client and media industry environment, Nasreen and I believe that embedding Neo under Mindshare management will best serve our client-centric strategy and the ongoing enterprise transformation across WPP," said Ogilvy chairman & CEO John Seifert in a statement.
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.
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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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