Report by Dominic Proctor (below) Chief executive officer
2010 was a remarkable year for Mindshare.
Through the hard work and dedication of our teams around the world we managed to win many new clients, including L’Oreal, Boehringer Ingelheim, CVS, Abbott, Radio Shack, Air Asia and Mexico Tourism. Winning new accounts (and keeping old ones) is still the clearest sign of success and momentum in the agency business. By this measure we had a very strong performance in every region in the world.
The most successful regional performance was from North America. Under a new management team, the business grew considerably in 2010, its best ever performance. Highlights included the winning of Unilever’s business in Canada, to add to the US business. Indeed, the conclusion of the global Unilever review was a real highlight for Mindshare as we won or retained the account in most world markets after a fiercely competitive pitch.
Clearly during the last two years media pricing has been an even bigger focus than usual. We are fortunate that as part of GroupM we are part of the world’s biggest buying group, so we have always been extremely competitive on that front.
As the global media markets recovered we were able to invest back into other areas of the business. For example, we made a lot of significant hires in Business Planning, a discipline which our clients are encouraging us to expand. As the world becomes more fragmented and chaotic we need to provide simple and clear advice on how to optimise marketing expenditure.
There was also a big focus on digital media, our fastest-growing activity. Bringing digital talent into the agency is a big priority for us and our clients. During 2010 we developed very successful digital initiatives for LG, Unilever, Ford, Nike and American Express, amongst others.
The development and management of original content for clients is increasingly important for cutting through the communications clutter
The third broad area of focus in 2010 was our Content business. The development and management of original content for clients is increasingly important for cutting through the communications clutter. We won many awards for this work, including a Gold Lion at Cannes for First Direct. It will be important to continue to develop this practice.
Talking of awards we also won Agency of the Year in many countries including Belgium, Turkey, Netherlands, China, Hong Kong, India and Singapore. This is a real testament to the dedication of our staff as well the support of our clients and friends. 2011 is shaping up to be another very good year!