School Reports 2013: Mindshare

Nike
Nike

Score: 6  Last year: 6

Mindshare appeared to embark on a journey in 2012 to change the long-held perception that it is a blue-chip corporate machine. The WPP media shop developed its "Huddle" format, which included more than 100 sessions led by industry leaders and ended with Little Mix serenading the then chief executive, Jed Glanvill.

There was a natural succession plan that saw the chief operating officer, Mark Creighton, take over from Glanvill as the UK chief executive in early 2013. The 36-year-old former i-level managing director is both young and digital – exactly what the agency needs. Before this, in December, it was announced that the managing director, Ita Murphy, would leave after years of distinguished service for a new career in mentoring. Glanvill stays on as the UK chairman and will be more focused on his European duties.

Mindshare’s new-business performance was not bad given the slow nature of the market. It picked up the Post Office and Sony Music but lost News International. However, this wasn’t the blow that it seemed as the publisher moved the account into the sister agency M/SIX.

One pitch cast a shadow over the year – the global Unilever process – and there was a sense of relief (among the accountants at Mindshare, at least) when the shop hung on to its UK planning and buying duties as part of a wider retention in Western Europe. However, the network lost its communications planning responsibilities.

Work-wise, Mindshare executed the Nike "#makeitcount" activity and developed an impressive, real-time planning campaign that allowed Kleenex to tactically adjust its marketing across ten regions in the UK depending on the frequency of cold and flu outbreaks.

It will be interesting to see what Creighton’s team can deliver in 2013 as Mindshare looks to be the embodiment of the modern media agency.

Mindshare
Type of agency Media planning and buying
Company ownership WPP
Key personnel Jed Glanvill European leader and UK chairman
Mark Creighton chief executive
Matt Andrews chief strategy officer
Joanna Lyall joint head of client leadership
Nick Ashley joint head of client leadership
Nielsen billings 2012 £703m
Nielsen billings 2011 £719m
Declared income n/s*
Total accounts at year end 58
Accounts won 10 (biggest: Post Office)
Accounts lost 2 (biggest: News International)
TV 41%
Press 17%
Outdoor 8%
Radio 5%
Search 8%
Digital (display/mobile) 15%
Cinema 1%
Other 5%
Number of staff 384 (+1%)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.

How Mindshare rates itself: 8

"In 2012 Mindshare challenged what the future holds -for the media landscape and for our clients. Both Huddle - our biggest yet with 100 sessions attended by 1,000 delegates - and our ‘Future of’ research programme helped us challenge how we work and help us win exciting brands like Sony Music. We retained Unilever, attractted new talent, produced innovative and effective work - including Kleenex’s adaptive planning tool - and build positive relationships with media owners."

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