School Reports 2014: Mindshare


Score: 7  Last year: 6

Under the chief executive, Mark Creighton, Mindshare has embraced a new adaptive and inventive approach to the media business. The only UK agency to receive a gold Media Lion at Cannes in 2013, the focus on innovation led to notable work for Kleenex, Argos, Three and Lynx.

The WPP shop also attracted 16 new clients worth £76 million, including blue-chip businesses such as Dyson and RAC, as well as quirkier briefs including Let There Be Beer. It was a significant contributor to the formation of WPP Plus to handle the Chanel business.

In a transformative 2013, Mindshare delivered its buzziest and most relevant annual "Huddle" yet, with more than 1,300 clients, journalists and media partners taking part in 100 sessions throughout the day.

Media owners that have worked with Mindshare in the past year talk enthusiastically about the new vibe and openness exuding from the once traditional shop. Creighton’s digital nous and collaborative spirit are clearly starting to pay dividends.

The agency has also successfully extended its "future of…" research programme into new areas and explored the dynamics of the evolving media landscape. Mindshare continues to live by the mantra of making the complex simple – whether through advanced analytics and strategy, elegant creative solutions or highly efficient media investment.

To manage such a transition while retaining its spot in The Sunday Times’ 100 Best Companies is no mean feat. However, as its WPP media siblings continue to progress, the ambitious Mindshare will be looking to build on its 55 accounts in 2014 and show what a new-look media agency can do.

How Mindshare rates itself: 8

Mindshare's year in a Tweet: Adaptive and inventive approach under new CEO Creighton resulted in only UK Gold @Cannes_Lions , £76m new business, the best #mshuddle ever.

Type of agency Media
Company ownership WPP
Key personnel Mark Creighton chief executive
Matt Andrews chief strategy officer
Nick Ashley chief client officer
Paul Rowlinson chief operating officer
Joanna Lyall chief planning officer
Nielsen billings 2013 £665m
Nielsen billings 2012 £718m
Declared income £65.4m
Total accounts at year end 55
Accounts won 16 (biggest: Dyson)
Accounts lost 3 (biggest: LG)
Traditional 65%
Digital 11%
Other 24%
Number of staff 410 (+7%)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.