School Reports 2018
Nielsen billings 2017: £539m (-6%)
Declared income: n/s
Total accounts at year end: 68
Accounts won: 16 (biggest: Nokia)
Accounts lost: 3 (biggest: Argos)
Number of staff: 489 (+4%)
Key personnel: Helen McRae, chief executive, UK; Jo Lyall, managing director; Richard Kelly, chief investment officer; David Walsh, chief business officer; Matt Andrews, chief strategy officer
Star player: Emma Peters, Unilever apprentice, Mindshare UK
Year in review
When Mindshare marked its 20th birthday in November 2017, it avoided any big celebration, preferring to get on with the job in hand. This unflashy approach, set by global chief executive Nick Emery, has merit but also a downside, because it means Mindshare is not always top of mind in the UK media agency sector.
It was a year of stability as new business came chiefly from existing clients, such as TK Maxx and M&S Bank, which deserves credit in a market where some rival agencies struggled. Still, the biggest named client win, Nokia, was worth only £1.1m. The big, expected loss, Argos’ £50m business, was a resignation due to a conflict. Other losses were River Island and Elevate.
Helen McRae, the UK chief executive, has built a solid management team and a strong list of clients, including Marks & Spencer, Unilever, Ford, HSBC, Facebook and News UK, and Mindshare should do more to shout about it. A thoughtful leader, she recognises that media itself faces big challenges and must take more responsibility for tackling both the digital supply chain and "unsustainable pricing".
Mindshare is a big TV spender and struck some notable partnerships, including an innovative promotion for Netflix’s Glow that enabled Time Out readers to stream behind-the-scenes footage.
Other signs of progress were Mindshare Grow, an initiative to match start-ups and founder-led businesses with clients, and Mindshare Academy, which attracts apprentices from diverse backgrounds and was shortlisted in the inaugural UK Social Mobility Awards.
Agency's Year In A Tweet
"Amidst the turmoil of 2017 and 20 years after our launch where we revolutionised the industry we are poised to write the future again."
Business performance and accounts
List of total accountsRetained:
21st Century Fox
American Express Other
Department for Business Innovation & Skills (UK)
Intercontinental Hotels Group
Legal & General Group
Marks & Spencer
Royal Caribbean Cruise Lines
Tata Motors Jaguar
Tata Motors Land Rover
Unilever Corporate - Brand Development
Zhejiang Geely Volvo
Hong Kong tourist office
Global Brewers Initiative
Slater & Gordon
Media Consult WPP GMBH
Step by Step Services Ltd
Medialab Group Ltd
Saxo Capital Markets UK
Dollar Shave Club
Government – BEIS and be the business
Marks & Spencer (n/s)