Report by Nick Emery
Chief executive officer
“Mindshare is the Media Network of the Year for breaking the mould of the traditional agency structure and rebuilding its foundations for the future.” This was Campaign Asia Pacific in December summarising why Mindshare was the Media Agency Network of the Year and it encapsulates our progress throughout 2013. A year which also saw Mindshare break the $1 billion mark.
We set out to overhaul our approach and to become an adaptive, data-centric organisation, creating new media solutions by harnessing consumer behaviour, optimising cross-channel integration and adapting and refining marketing plans in real-time.
Really this means creating new things, having fun doing it and ensuring it’s cost-effective. Media is the most exciting playground to work in – we sit at the heart of all data, technology, content and retail – its Arab Springs, WeChat and 21st Century Fox – who wouldn’t want to be at the centre of this business?
Media is the most exciting playground to work in – we sit at the heart of all data, technology, content and retail – who wouldn’t want to be at the centre of this business?
We have a clear proposition to be our clients’ lead business partner based on the belief that everything begins and ends in media and we drive change through an adaptive approach to marketing.
To deliver on our change agenda we brought in new leadership in China, Australia, Singapore, Los Angeles, Chicago, North America, Germany, the UK and Europe, giving some of our youngest successes and talent from almost purely digital backgrounds a chance to shape the future of Mindshare and the industry. We also drove diversity and an ambitious digital agenda with new skill sets and talents.
We launched a host of initiatives including: a partnership with Geometry Global to target the rural and emerging-class consumer across Asia; a joint venture with Shazam around audio mapping; a Twitter cross-platform research initiative with Kantar and, most recently, our real-time adaptive marketing rooms, The Loop , in hubs across the world. The Loop is different because it’s about cultural change not just data trawling. It drives a change in working practices that in turn drives behavioural change, both for our clients’ consumer relations but also how we work across client agency networks, creating one focused team working adaptively, reacting live and seeing trends ahead of the competition.
We were rewarded both in terms of new business and with MENA, Asia and Latin America Agency of the Year Awards, Cannes Gold, Effies across the world and the Goafest Grand Prix.
2014 will see us continuing to break moulds based on our ethos of speed, provocation and teamwork, coupled with a culturally relevant and adaptive agenda, to ensure that Mindshare sits at the centre of the convergence of media, content, data and technology.
Chapter 6 of 13