Activate Email 
INDUSTRIES
Broadband & Mobile Featured Article
April 21, 2008
MindShare Reveals Major Restructuring
By Calvin Azuri TMCnet Contributing Editor
MindShare recently said it would be conducting a complete restructuring of the agency. The move is designed to build a new breed of marketing services agency, which would be focused completely on the development of fully integrated, media-neutral business solutions for clients, according to the company.
The announcement was made simultaneously in New York and at the agency's worldwide headquarters in London by Chief Executive Officer Dominic Proctor, Chief Strategy Officer Nick Emery, the principal architect of the plan, and North American CEO Scott Neslund.
"Brands are no longer driven by simple ideas or ideals but by a series of exchanges between the brand and the consumer" said Proctor. "We are re-inventing our form, our thinking and our process, underpinning all that we do with digital expertise, to be our clients' lead business partner in meeting the challenges this new landscape creates for them."
Neslund and Emery emphasized the requirement of overall integration, and also invention of intellectual property. As a result, the MindShare Interaction unit will no longer function as a separate entity, but will be integrated with the general organization.
The restructuring will integrate many business disciplines into four main areas: Client Leadership, Business Planning, Invention, and The Exchange.
Client Leadership will be a group of seasoned agency executives who will be a customer main contact with the organization. Their goal will be to provide the client with valuable services like setting the vision, developing the team work plan, and building C-level relationships with the client. They will also handle P&L, performance & quality. In conjunction with them are the Operations Leaders who will be responsible for the delivery and client team integration. Operations Leaders will also handle media client deliverables and managing staff KPIs, performance appraisals, and career plans.
Business Planning involves the fusion of several MindShare units, right from analytic and strategic knowledge to focus on solving issues for the CEO. It will integrate an understanding of the customer with real-time business data-streams and click-streams across digital platforms. The aim is to discover client business opportunities and challenges, and formation of a plan to achieve the best.
Invention will be the core of creative thinking. Experts from every vertical will come together and design a communications platform best suited to the client’s needs. This group will handle creative development and content generation.
The Exchange brings together all trading, distribution leverage, inventory management, data management, and arbitrage, and tactical planning. The group will liaise with Invention to determine the architecture and then create actionable plans, answering to both the client and client leadership team for spearheading the brand vision in the real world, whilst controlling budget and quality, and supervising short-term, tactical actions.
These service areas represent a physically deliverable change, there is also the philosophy restructuring being carried out with "The Value Exchange"
"Understanding this value exchange yields diagnostic information to drive the formation of effective business strategies for driving growth," Neslund said. "These strategies are, in turn, activated into powerful marketing ideas and exciting communications programs that deliver tangible, measurable results."
Calvin Azuri, TMCnet Contributing Journalist.
Don't forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users.
The announcement was made simultaneously in New York and at the agency's worldwide headquarters in London by Chief Executive Officer Dominic Proctor, Chief Strategy Officer Nick Emery, the principal architect of the plan, and North American CEO Scott Neslund.
"Brands are no longer driven by simple ideas or ideals but by a series of exchanges between the brand and the consumer" said Proctor. "We are re-inventing our form, our thinking and our process, underpinning all that we do with digital expertise, to be our clients' lead business partner in meeting the challenges this new landscape creates for them."
Neslund and Emery emphasized the requirement of overall integration, and also invention of intellectual property. As a result, the MindShare Interaction unit will no longer function as a separate entity, but will be integrated with the general organization.
The restructuring will integrate many business disciplines into four main areas: Client Leadership, Business Planning, Invention, and The Exchange.
Client Leadership will be a group of seasoned agency executives who will be a customer main contact with the organization. Their goal will be to provide the client with valuable services like setting the vision, developing the team work plan, and building C-level relationships with the client. They will also handle P&L, performance & quality. In conjunction with them are the Operations Leaders who will be responsible for the delivery and client team integration. Operations Leaders will also handle media client deliverables and managing staff KPIs, performance appraisals, and career plans.
Business Planning involves the fusion of several MindShare units, right from analytic and strategic knowledge to focus on solving issues for the CEO. It will integrate an understanding of the customer with real-time business data-streams and click-streams across digital platforms. The aim is to discover client business opportunities and challenges, and formation of a plan to achieve the best.
Invention will be the core of creative thinking. Experts from every vertical will come together and design a communications platform best suited to the client’s needs. This group will handle creative development and content generation.
The Exchange brings together all trading, distribution leverage, inventory management, data management, and arbitrage, and tactical planning. The group will liaise with Invention to determine the architecture and then create actionable plans, answering to both the client and client leadership team for spearheading the brand vision in the real world, whilst controlling budget and quality, and supervising short-term, tactical actions.
These service areas represent a physically deliverable change, there is also the philosophy restructuring being carried out with "The Value Exchange"
"Understanding this value exchange yields diagnostic information to drive the formation of effective business strategies for driving growth," Neslund said. "These strategies are, in turn, activated into powerful marketing ideas and exciting communications programs that deliver tangible, measurable results."
Calvin Azuri, TMCnet Contributing Journalist.
Don't forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP
Communications industry. The library offers white papers, case studies and other documents which are free to registered users.
