Mindshare re-engineers its workings

Global - Mindshare has embarked on a global restructuring of its business by fully integrating its services such as ROI modelling, communications strategy, sports sponsorship and content creation.

"Brands are no longer driven by simple ideas or ideals but by a series of exchanges between the brand and the consumer. We are re-inventing our form, our thinking and our process, underpinning all that we do with digital expertise, to be our clients lead business partner in meeting the challenges this new landscape creates for them," CEO Dominic Proctor said.

The restructuring will impact all of MindShare's 97 offices in 67 countries. Implementation has begun and it is expected to be completed by year end. There will be integration between almost a dozen separate agency units and disciplines into four new groups that will span all MindShare services.

The client leadership group will serve as clients' primary contacts; the business planning group combines analytic and strategic expertise to solve business issues; the invention group is the creative hub of the agency; and the exchange combines all trading activities such as digital and non-digital, distribution leverage, inventory management, data management, and arbitrage.

The aim is to deliver a comprehensive offering through a simplified framework while maintaining a media-neutral stance. While realising the value of exchange between brands, consumers and corporations to create a competitive advantage for its clients, MindShare wishes to move beyond media solutions and integrate content creation and related areas.

"Simply put, MindShare's role is to maximise the value of the exchange between brands, consumers, and corporations to unfair create competitive advantage for our clients, " Nice Emery, chief strategy officer of MindShare, the principal architect of the plan, said.

The agency is also introducing a new philosophy which will represent the restructuring's central core 'The Value Exchange' which sees it map exchanges much like a NASDAQ for brands.