MindShare Worldwide has carried out a major management restructure
in an effort to shore up its hold on the Unilever business in
Five MindShare Worldwide bosses in the client services division are
involved in the shake-up, which has been engineered by Dominic Proctor,
the chief operating officer of Worldwide.
Unilever has been reviewing parts of its worldwide business and handed
$40 million of its media business in South Africa into Initiative
Nota Bene after a pitch against MindShare in May 2001. It also
consolidated its $46 million Thai media planning and buying
account into Initiative Media after a competitive pitch, which included
MindShare, Universal McCann, CIA Media Innovation and OMD.
But Unilever consolidated its massive $700 million US media
planning and broadcast account into MindShare at the end of last
Nick Waters, the European managing partner responsible for Ford in
Europe, will move to Singapore to the newly created position of chief
executive for south-east Asia, with responsibility for Unilever across
Proctor denies that this will be a demotion. He said: "We have decided
to invest in our infrastructure and are keen to get the most experienced
people to manage in terms of both client and geography."
Waters has worked at MindShare since its launch and was part of the team
that originally won the consolidated media planning and buying for Ford
in Europe, including Ford, Volvo, Jaguar, Mazda and Land Rover.
Nick Kelvin, the managing partner for Unilever Worldwide, replaces
Waters as the managing partner for Ford Europe. He joined MindShare in
January 2000. Before that, he was chief media officer at Initiative in
Kelvin, in turn, will be replaced by Phil Cowdell, who has been promoted
to head the Unilever Worldwide business. He was previously responsible
for Unilever in the EMEA region.
In a separate move, Andrew Valencia, managing partner for IBM EMEA, has
moved to Sydney as the regional managing partner for IBM across
Valencia has also been at MindShare since its launch in 1998, when the
media operations of J. Walter Thompson and Ogilvy & Mather were
Duncan Coates, who was jointly responsible for IBM with Valencia, has
been promoted to take over sole management across the region.
Nick Emery, the chief strategy and planning officer, said of the
appointments: "This is a great testament to the MindShare Worldwide
network and the depth of our talent pool. As the number one global
network, these changes further reinforce our commitment to delivering
the highest level of service, consistency and experience to our clients