Mindshare is integrating its capabilities to address three challenges marketers are facing today.
- The imperative for brand building and demand generation to work seamlessly together.
- The requirement for activation excellence across all media channels in service of outcomes.
- The need for transformational change in the client marketing organisation to adapt to a new outcomes driven world.
The two agencies will retain their individual identities, culture and client rosters but the integration will see a series of key changes to the agencies’ offerings.
First, a new integrated outcome-based delivery unit with 5,000 specialists will be created called ‘Outcomes’. It will deliver across addressable media for both Mindshare and Neo clients and will leverage all GroupM and WPP capabilities. Outcomes will focus on design and activation of media in addressable spaces such as social, search, programmatic, performance analytics, DCO and ecommerce.
Second, Neo will be transformed into a full-funnel agency with a performance attitude, leveraging Mindshare’s scale, upper funnel tools and technology to achieve this and offering an end-to-end service.
Third, Mindshare will launch a new media transformation consultancy called ‘Change’ to help businesses navigate the new challenges around working models, data and technology and delivering data-driven marketing models for the new world economy. ‘Change’ will consist of specialists across consulting, data, analytics and technology who will, through a process of iterative change, enable clients to deliver on their outcome-driven marketing ambition. Mindshare has been building a broad bank of expertise with talent from management consultancies, data specialists and analytics practices – including Epsilon, Accenture, McKinsey, Merkle and Acxiom. ‘Change’ will also interconnect with both GroupM and WPP consultancy offerings and will operate initially with a hub structure.
Finally, Mindshare will launch a new ‘Acceleration’ planning approach to connect brand (media) and demand (sales) at scale for clients. It will help clients define the right outcomes and connect these to excellence in activation – delivered by the new ‘Outcomes’ unit.
Mindshare global CEO Nick Emery (feature image) said: “Agencies constantly need to adapt and do so fluidly and frequently. We see three big themes where our clients want better solutions – integrating brand and demand; merciless low overhead activation and consistently staying ahead of their competitors. Our refocus answers all these needs and we will continue to adapt and evolve.”
The new offerings will help to deliver the media component of the wider WPP strategy to become a creative transformation company and will be powered by GroupM, which will provide support from its talent, data, technology and investment groups.
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