The World: New York - Mindshare appoints Sorokin as its head of digital

Mindshare has appointed Scott Sorokin to the newly created position of head of digital, global in a bid to improve its digital communication expertise.

Sorokin joins the agency from his role as the president at Carat Fusion, Aegis Media's digital services agency.

Before joining Carat, he held digital and creative leadership roles at MRM Worldwide, Digitas and Modem Media, and was the co-founder of Grey Interactive Worldwide.

Sorokin will be based in New York, and will be responsible for leading global digital media initiatives on Mindshare's Unilever client, as well as serving on Mindshare's global executive committee.