School Reports 2018
[Extended edition]
Mindshare



Mindshare



Type of agency & ownership:  Media agency, owned by WPP
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."

Scores


Score this year: 6
Score last year: 6
How the agency scores itself: 7
Management strength: 7
Creativity: 7
Innovation: 6
New business: 4
Diversity: 6

Business performance and accounts

Gross income

Latest: £84.6m
Previous: n/s
Change: 9.33%

Operating profit

Latest: £14.1m
Previous: n/s
Change: 9.60%

List of total accounts Retained:

21st Century Fox

Air Canada

American Express Other

BlackRock

Booking.com

BP Castrol

Caterpillar

Chanel

Campari

Department for Business Innovation & Skills (UK)

Dyson

Facebook

Ford Cars

General Mills

HSBC

Hutchison

IBM Contract

Intercontinental Hotels Group

Kimberly-Clark Corp.

Legal & General Group

Lufthansa

Marks & Spencer

Mazda

Nike

Nokia

Rolex

Royal Caribbean Cruise Lines

Swissair

Sanofi-Aventis-Aventis

Tata Motors Jaguar

Tata Motors Land Rover

TJX

Unilever Corporate - Brand Development

Warburtons

Zhejiang Geely Volvo

Hong Kong tourist office

BirchBo

x TalkSport

Capcom

Mango

Freeview

Global Brewers Initiative

RAC

AS Watson

Nicoventures

National Trust

Slater & Gordon

Black Rock

M&S Bank

Slimfast

Haribo

Caprisun

Evans Cycles

RAKUTEN TV

Media Consult WPP GMBH

Step by Step Services Ltd

Medialab Group Ltd

Greene King

Saxo Capital Markets UK

Snatch Media

Lloyds

Pandora UK

Steinhoff

Tommy's

Higgidy Ltd

Ferratum UK

Flubit

Dollar Shave Club

Projects:

Government – BEIS and be the business

Top three spending accounts:

Unilever (n/s)

Ford (n/s)

Marks & Spencer (n/s)

Number of retained accounts: 68
Number of accounts that are projects: 2
Biggest win: Nokia (£1.1m)
Biggest loss: Argos (£50m)

Diversity


Awards

Haymarket award wins


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