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Mindshare
Team PROFILE
Agency Type
Media
Ownership
WPP
tagline
Good Growth
LEADERSHIP TEAM
Maria Grivas
CEO
Gavin Gibson
Chief product officer
Nik Doble
Chief investment officer
Elliott Eldridge
Chief strategy officer
Laura Fell
Chief planning officer
Nancy Lan
Sydney MD
Peta Southcombe
Melbourne MD
Key Stats
Offices
Sydney, Melbourne
Headcount
328
Gender Balance Staff
M: 37%
F: 63%
Gender Balance Leaders
M: 34%
F: 66%
RECMA Compitches
A
RECMA Qualitative Evaluation
High
Client book
Client Wins
4
Client Losses
2
Client retentions/extensions
3
Largest clients
Suncorp (under Open Era)
NAB
Unilever
Trophy Cabinet
B&T Awards
Festival of Media Awards
Agency Scorecards report
When Mindshare was asked which band the agency is like, the WPP Media firm put forward its own agency in-house band Mindsnare (not to be confused with Aussie heavy metal rockers of the 90s and Noughties).
It’s been that sort of year for the Good Growth agency, which displays a togetherness in which the sum of all its parts is not only on point, but is redefining what ‘performance’ at WPP Media’s purple shop looks like.
Mindshare had its strongest year of growth on record in this market. This was due to more than doubling new billings to north of $200 million.
In fact, Mindshare led a team that won the biggest media pitch in market through WPP’s Open Era bespoke model. That added around $150 million in billings alone.
Beyond Suncorp, Mindshare also delivered significant incremental growth through new wins including MG and the Australian Labor Party, while successfully extending and retaining major existing clients such as uBank, EA and Blackmores.
Its two losses were Kimberley-Clark and Campari, both the result of global reviews.
Compared with earlier years, where growth was driven by a mix of new business and project based wins, Mindshare said that success in 2025 was down to deeper, longer-term client partnerships and an ability to grow without churn.
Its revenue has grown once again by double-digits and at record levels.
And Mindshare has been growing its team from outside and within.
Nik Doble was promoted to investment chief, while Elliot Elridge (to chief strategy officer) and Laura Fell (chief planning officer) have risen to new heights. The only major departure was Kate Sydney MD O’Ryan-Roeder, who left to become the new CEO of Havas Media.
The agency’s client satisfaction scores reached record levels, with Vantage scores of 8.4 for client recommendation and 8.3 for agency performance, supported by an 85 percent response rate.
Just as impressively, Mindshare is the fastest riser up RECMA’s rankings in the past few years, lifting its national qualitative rankings from ninth to third.
These efforts have led to Maria Grivas rising to the top this year’s B&T’s Best of the Best media agency holding company suits list (which is outside of the judging period), but an accolade that is richly deserved.
As our B&T Agency Scorecard advisory panel noted: “Mindshare’s momentum is palpable.”
Hightlights reel
IKEA: 'Surviving Bad Sleep'
IKEA set out to reframe perceptions of its sleep range by highlighting the reality of poor sleep faced by most Australians.
With low category awareness and minimal share of voice, the brand partnered with Survivor Australia to flip the context of sleep on screen.
By contrasting extreme discomfort with the reward of IKEA comfort, the sponsorship authentically showcased bedding as a powerful solution. Integrated challenges, in-show moments and season-long visibility positioned IKEA beds as the ultimate prize.
The campaign delivered standout recall, strengthened brand association with sleep, increased consideration, and drove measurable growth in IKEA sleep product sales.
Hightlights reel
KitKat: 'Break Chair'
KitKat reimagined its iconic “Have a Break” platform for Gen Z by embedding itself authentically into livestream gaming culture. Rather than interrupting gameplay, the Break Chair transformed streamers’ empty chair moments into interactive brand experiences using subtle QR codes.
Viewers were prompted to take real breaks, unlocking rewards aligned to gaming culture. The idea respected Gen Z’s desire for authenticity while turning downtime into meaningful engagement.
Executed across Twitch, Meta and TikTok, the campaign sparked strong conversation, exceeded reach benchmarks and drove significant gains in brand relevance, Gen Z penetration, sales growth and return on investment.
Mindshare's take on 2025
It was the ‘Year of Momentum’ for Mindshare, the culmination of a bold three year Good Growth transformation.
We delivered industry leading commercial success, taking the top spot for new business billings for the second year in a row.
Revenue also grew year on year for the third consecutive year, supported by strong new business wins and deepened client partnerships.
Mindshare also climbed from #9 to #3 in RECMA’s Qualitative Report, a full 12-months ahead target. Record client satisfaction, top tier culture and happiness scores and award winning work demonstrated that Good Growth is no longer a proposition – it’s a proven engine of commercial, cultural and industry impact.
This momentum was powered by our people, with Mindshare consistently ranking among the happiest agencies in the market and maintaining a strong focus on inclusion, capability building and leadership.
Industry recognition reinforced this performance, including topping industry rankings, major award wins and shortlists across leading media and marketing awards.
Eloise Russell, Client group experience director
Our rockstar in thought leadership, championing client experience, driving revenue, delivering exceptional client scores, and strengthening agency culture.
If we were a band, we'd be...
Mindsnare
Mindsnare is our in-house agency band, made up of talented musicians from across the business who bring Purple Power to every performance. They regularly take the stage at major agency events, delivering energy, creativity and a distinctly Mindshare sense of fun. More than a band, Mindsnare reflects the collaborative culture of Mindshare.
Mindshare
B&T's Agency Score
9.2
Previous season: 9
Critic's Comment
“One of the standout agencies of 2025. Is there any stopping Maria Grivas’ charges?”