MindShare has won the pounds 21 million global account for the internet cafe chain easyEverything, following a three-way pitch.
MindShare won the account after a pitch against Carat and Starcom, which alongside MediaVest last month picked up the online shopping business Easyvalue.com. Matters Media, the easyEverything incumbent, did not repitch.
EasyEverything is set to expand across Europe and the US. It has 16 cafes in Europe and is opening its first US store on 28 November. It plans to have opened 40 outlets by September. Its owner, Stelios Haji-Iannou, has said that he hopes to float the company next year.
EasyEverything's creative work is carried out in-house and, in the short term, will continue to do so. However, Marc Bell, the marketing director of easyEverything, said: 'As the critical mass of stores grows we may look to have an external creative.'
Nick Emery, the chief strategy and planning officer at MindShare Worldwide, said: 'It is a great testament to MindShare that such an entrepreneurial company sees us as the operation that can deliver both global networking and innovative solutions across all media to further accelerate its impressive growth.'