MindShare Worldwide recently announced a major reorganization and comprehensive restructuring to streamline operations and that integrates traditional and digital services and staff into a new class of full-service marketing agency. The first move of its kind since the company was launched in 1997, implementation is immediate and global with all 97 offices completing reorganization by the end of 2008.
Chief Strategy Officer Nick Emery, the restructuring architect, says, “To capitalize on technological advancements and changes in the media landscape we need to modernize our look, our thinking, and our process to be significantly more involved in marketing services than media management, and integrating a digital sensibility into every corner of our organization.”
The urgent need for media agencies to concentrate on the invention of intellectual property and the integration of all marketing services, particularly in the area of digital communications triggered the major overhaul.
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Adds North American CEO Scott Neslund, “MindShare has been heading into content and integration. Recent hiring was focused on research and production rather than traditional media planning and buying.”
Dubbing the new company philosophy as The Value Exchange, it is the formation of useful business strategies to spur growth, activate powerful marketing ideas and exciting communications programs, and deliver tangible and measurable results to directly address the changing business culture.
The revamp is timely because it specifically addresses the clients’ clamor for agency leadership. As Emery points out, “Clients want agencies to take the lead in learning about and applying digital media, integrating diverse marketing services and creating innovative media ideas. MindShare intends to lead in all those areas.”
As globally MindShare undergoes transition, what of the Philippines? “When the time is right,
