China Sports Lottery extends duties Mindshare to cover beyond media

Mindshare China has played the role of media agency for China Sports Lottery (CSL) since 2018. Today, CSL has handed Mindshare China an extended remit to handle design, positioning and implementation of one of CSL’s new products, alongside general branding, media and communications strategy.

In choosing to extend the servicing scope, CSL commended Mindshare China for its demonstrated deep understanding of CSL’s brand development over the last three years. The agency was handed the added remit for its ability to provide an integrated solution across media, brand strategy and creative development, as well as the agency’s rich data and research capabilities that have ensured the successful delivery of adaptive marketing solutions that resonate.

Commenting on the scope extension, Mindshare China chief executive officer, Benjamin Condit, said: “When we on-board new clients, they aren’t simply signing up to yet another service provider. In choosing Mindshare, they are instead welcomed into the Purple Family, where we work as their most trusted partner to deliver long-term sustainable growth.”

“Today’s scope extension from China Sports Lottery is a perfect testament of this. Our successful and professional delivery of provocative and innovative media solutions has led to China Sports Lottery entrusting Mindshare with not only its media remit, but also product, brand strategy and creative development. We are excited and honoured to see this partnership grow from strength to strength,” Condit said.

Earlier last month, Mindshare also named Helen McRae as its new APAC CEO with a remit to lead the region and continue to extend its leadership across all areas of media and marketing. McRae is a 16-year veteran of the agency, and was most recently Mindshare’s EMEA and Worldwide Team CEO, leading Mindshare’s 26 markets in the EMEA region and its global client teams based out of a London hub - a role she has held since 2019.

Prior to this role she held a number of positions in the agency, including leading Mindshare UK and before that running the Unilever account globally from 2008 to 2012. Before joining Mindshare she held a number of agency roles across Asia in Thailand, Malaysia, Korea and Australia.

She took over the role from Amrita Randhawa, who left the organisation after more than 15 years to join Publicis Groupe as CEO of Southeast Asia on 1 June.  

(Photo courtesy: 123RF)

Related Articles:
Mindshare HK names Maggie Tong managing director
Mindshare's global CEO Nick Emery booted out after 'clear breach of conduct'
Mindshare named media agency for Alibaba Group
Mindshare appoints new Taiwan managing director