Type of agency
New York, NY
Number of UK staff
Account Manager £34k IC-Creative, Central London
Senior Art Director/Designer Competitive/DOE Eden Marsh, London (Central), London (Greater)
Executive Creative Director Competitive BBC, London (Central), London (Greater)
Mindshare came into being in 1997, when the former full-service WPP agencies J Walter Thompson and Ogilvy & Mather became solely creative networks and pooled their media operations into a single business.
The new shop deliberately chose a name that did not include the word “media” and its first global chief executive, Dominic Proctor, said Mindshare would differentiate itself from the “plodding media market”. The co-founders were Mandy Pooler and Nick Emery from O&M, and Ron De Pear and James Walker from JWT.
In its attempts to be different, Mindshare set up a “house of media” (the term coined by Pooler, who became the agency’s first UK chief executive). This involved bringing programme production, as well as specialists from sales promotion and research companies, into the fold. The house of media would include non-WPP companies along with joint ventures and alliances. This evolved into a fully fledged franchise until 2008, when it was disbanded because it “complicated the agency’s message”, according to the then chief executive, Jed Glanvill.
In the UK, Mindshare hit its stride in the early noughties, picking up consecutive Campaign Media Agency of the Year accolades in 2003 and 2004. A particular high point was 2004, when Mindshare reeled in £280 million in new business.
Now in its 20th year, Mindshare, part of Group M, has 7,000 employees in 116 offices across 86 countries.
The business is now striving to evolve into a modern media agency and “invent the future of media for our clients”.
This impetus for this ambition was the former UK chief executive Mark Creighton, who was previously the managing director of the digital media agency i-level. Creighton left Mindshare in April 2015 and was replaced by Helen McRae, the Western Europe and Africa chief executive. McRae’s chief lieutenants are Matt Andrews, the chief strategy officer, and Paul Rowlinson, the chief operating officer.
Mindshare’s clients include Unilever, Nike and HSBC. It became Facebook’s first UK media agency last year.