Mindshare advertising & marketing assignments

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Mindshare is one of the world's leading media planning and buying networks, and the biggest by billings within WPP's GroupM media division (albeit by a comparatively narrow margin). Industry watcher COMvergence ranked Mindshare as the #2 media network globally in 2019 with billings of $17.9bn. It has a uniformly strongly global profile, but is especially dominant across the Asia Pacific region as a result of its considerable lead in both China and India, two of the region's three biggest advertising markets. In 2019, it was named as Media Network of the Year at Cannes Lions with eight metal awards (but only one Gold and no Grand Prix), and for Network, Agency and Campaign of the Year at the Festival of Media Global Awards. More recent accolades include the title of US Media Agency of the Year in 2020 from both Campaign US and Mediapost. The business was originally created in 1997 from the combination of the media departments of the J Walter Thompson and Ogilvy advertising networks, and it has continued to be closely associated with those agencies, though 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. AdAge estimated global revenues of $1.47bn in 2019, of which just over a quarter was generated in the US. The network currently claims 116 offices across 86 countries. Nick Emery was abruptly ousted as global CEO in 2020 as a result of inappropriate behaviour. His successor is Adam Gerhart, previously US CEO.

Capsule checked 23rd February 2021

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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.

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Marketer Moves 14th April 2021: New North America CEO at Mindshare. See Marketer Moves (members only).

Adbrands Daily Update 15th Oct 2020: WPP announced it has dismissed Mindshare CEO Nick Emery with immediate effect "following a clear breach of the company's code of conduct". Precise details have not been made public but insiders told Campaign that Emery played a "juvenile" and "lavatorial" prank on colleagues during an internal video conference. [Updated: It was later revealed that he went to the bathroom to urinate while knowingly still on-camera and exposed his bare bottom]. GroupM CEO Christian Juhl issued a statement to the effect that "everyone should experience an inclusive and respectful workplace culture. Inappropriate and offensive behavior is not tolerated in our company, and when we see any employee breach our code of conduct, we take swift action." Juhl will step in as interim CEO until Emery's successor can be confirmed. A founding member of the Mindshare team, Emery had been CEO since 2012.

Adbrands Weekly Update 27th Sep 2019: A welcome major account win was confirmed this week for Mindshare. Confectioner Ferrero confirmed the transfer of most if not all of its global media from PHD. It's not clear exactly which markets are included, but the US is definitely one of them, as is Australia. Depending on the scope of the deal, billings are between $400m to $950m, making this not just Mindshare's but WPP's biggest win this year, offsetting the loss of Vodafone earlier this month.

Adbrands Weekly Update 24th May 2018: Two significant blows to WPP's Mindshare media network this week. HSBC confirmed PHD as its new global media agency following a review. Billings are around $400m a year. That was followed by a newly announced review by American Express, whom Mindshare has served for more than 20 years.

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.


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