Performance hires Diageo's Jefferson

MindShare has hired Sean Jefferson, the global director of sponsorship at Diageo, to head up its sports and entertainment company, Performance.

Jefferson will join Performance as its chief executive in January. He replaces David Stubley, the current chief executive, who is scaling down his commitments to develop outside interests.

The move will also see Nick Walford, the managing director, step up to chief operating officer for Europe.

In his new role, Jefferson will lead a company of 12 offices and 150 consultants across Europe.

Performance offers clients integrated branded content and sponsorship ideas for clients. They include Ford, Vodafone, Land Rover, BP, Motorola and Unilever.

Some of Performance's recent projects include managing the Champions League partnership for Vodafone and a product-placement deal between Ford and the new James Bond movie, Casino Royale.

The company also helped to create the Joga Bonito branded content campaign for Nike.

Nick Emery, the chief strategy officer for GroupM, said: "The sports and entertainment world is a crowded one, but with only very rare, exceptional talent. It was a tough brief to find someone who could add to our formidable talent base across GroupM."

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