School Reports 2011: Mindshare

It's hard to think of a box that Mindshare didn't tick last year. New-business and pitch success? Yes - it lost nothing and won more than £20 million of new business. It performed particularly well in social media, winning assignments from the likes of Volvo and TK Maxx. Yet its largest achievement was probably the retention of its Unilever account, following a statutory review.

Recent Mindshare work: First Direct
Recent Mindshare work: First Direct

Score: 7

Agency fact file: Mindshare
Type of agency Integrated media planning and buying
Company ownership WPP (Group M)
Key personnel Jed Glanvill chief executive
  Ita Murphy managing director
  Mark Creighton chief operating officer
  Paul Rowlinson head of Exchange
  Lucy Stafford managing director of direct, B2B and regional
The Nielsen Company billings 2010 £669m
The Nielsen Company billings 2009 £632m
Declared income n/s
Total accounts at year end 70
Accounts won 9 (biggest: Amazon)
Accounts lost 0
TV 40%
Press 22%
Outdoor 9%
Radio 4%
Search 5%
Digital display and social 14%
Cinema 1%
Sponsorship 5%
Number of staff 368 (+7.6%)

But were there any appointments to strengthen the management team? Yup, check. Last October, Mark Creighton, the former managing director of the now-defunct i-level, joined as chief operating officer; and Paul Rowlinson stepped up to the head of Exchange, succeeding Andy Zonfrillo, who moved to Group M.

All well and good, but did it win any awards? Oh, yes: it was the only UK agency to claim a gold at Cannes, for its First Direct work; and it also scooped an IPA Effectiveness award and a clutch of other gongs, notably at Campaign's Big Awards.

Impressive, but did the agency seek to reinvent its brand? Yes, arguably. Its announcement that it was moving to the new Central Saint Giles complex in Soho was as big a statement as any in the market last year.

Two or three years ago, there were suggestions that Mindshare had lost its mojo - and had become the least interesting of WPP's media agency brands. It is now in a position to change this perception and the promotion of the chief executive, Jed Glanvill, to a broader European role early this year suggests that the UK is seen as one of its stronger markets.

Score last year: 6

How Mindshare rates itself: 7

"After a great start to the year retaining our largest client, Unilever, we continued to go from strength to strength in 2010. We further developed and diversified our offering into content, data and analytics, and the results were fantastic. We won gold at Cannes, we grew our non-traditional fee income by 40 per cent and we attracted and promoted some of the best talent in the business. A good year for Mindshare and all our people."

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