Mindshare rebrands


Mindshare unveiled a comprehensive worldwide rebranding of its corporate ID. The initiative includes the introduction of a new logo and coincides with the completion of the media agency’s restructuring announced earlier this year. In April Mindshare announced a global reengineering that integrated the company’s traditional and digital services and staff into a new model, full-service marketing agency powered by best-in-class media services. The goal of the restructuring was to earn Mindshare the position of “lead business partner” for its clients by creating a new breed of marketing services agency dedicated to developing fully integrated, media-neutral business solutions.  

Under the new branding, Mindshare retains its signature color purple but is introducing a redesign of the agency’s logo and visual identity. The new logo consists of a custom-made wordmark and symbol.

The symbol has been crafted to reflect the structure and form of the new Mindshare and its business units – Client Leadership, Business Planning, Invention and The Exchange. It shows two spheres coming together to create a new, strong form reflecting Mindshare’s partnerships with clients, suppliers and other agencies. The flow of color symbolizes the flow of creativity across the business while the segmentation mirrors the marriage of specialist expertise within Mindshare’s “open source” approach to client business, thereby promoting a platform-neutral approach.  

In another significant change, the agency’s senior executives are relinquishing their formal job titles.  For example, Scott Neslund, CEO of MindShare North America, will now be identified simply as “Scott Neslund, Mindshare North America.”

“This new identity heralds our next stage of growth as a new model agency, one that acts as a marketing spine to our client’s business, focusing on partnerships, consumer exchanges and collaborations,” said Neslund.  “Relinquishing our job titles signifies the breakdown of silos and a new spirit of openness and equanimity throughout the upper ranks of our agency.”