MindShare revamps business model

MindShare is attempting to reposition itself as a communications business, and has launched a strategy department at the centre of the agency as part of the initiative.

The restructure aims to put strategy "at the heart of MindShare's business", and the strategists will work alongside the account handlers on all of the agency accounts and across all media channels. The department will also be charged with expanding MindShare's content, digital and direct offerings and growing the team with specialists from a variety of backgrounds, including senior communications, media and digital industries.

The department will be led by the joint heads of strategy, Anthony Edwards and Richard Armstrong, who have worked at MindShare since 2003. MindShare has also appointed two strategists, Don Larotonda, from Agency.com, and David Wilding, a media planner, who was promoted internally.

Ita Murphy, the managing director of MindShare, said the appointment was not about "rebadging the media planners as a communications department", but was "a significant restructure that is all about re-engineering MindShare for the future."

Armstrong said: "We are no longer a media agency; we are a communications agency."