Another media agency restructures for digital: MindShare announced a global reengineering of its business structure that streamlines the company’s operations by integrating traditional and digital services and staff into a new model. The restructuring—the first since MindShare was founded in 1997—was announced by CEO Dominic Proctor, Chief Strategy Officer Nick Emery, the principal architect of the plan, and North American CEO Scott Neslund.
Part of the restructuring will shutter MindShare Interaction. Its entire staff and responsibilities will be woven into the overall MindShare organization.
The goal is to create a new breed of marketing services agency dedicated to developing fully integrated, media-neutral business solutions for clients,” said Proctor.
Emery added that another driving reason is there is a significant need right now among clients for agency. They want agencies to take the lead in learning about and applying digital marketing, from retail to creating new revenue streams. They want agencies to take the lead in the integration of diverse marketing services.
The restructuring integrates almost a dozen separate agency units and disciplines into four new areas spanning all MindShare services, creating an agency framework focused on collaboration and consisting of integrated client teams. The new areas are Client Leadership, Business Planning, Invention, and The Exchange. Details on each:
Client Leadership: A group formed of senior agency executives who essentially serve as the primary client contacts for each account.
Business Planning: This group effectively consolidates several MindShare units combining analytic and strategic expertise to focus on solving real business issues for the CEO; business planning rather than simply communications plan development.
Invention: Invention will be the hub of the agency’s creative thinking, bringing together experts across disciplines including entertainment creation, sponsorship creation and amplification, retail, digital and strategic planning. Invention will define and develop a media neutral communications platform and determine how it is manifested across the entire consumer journey.
The Exchange: This group combines all trading–digital and non-digital, distribution leverage, inventory management, data management and tactical planning.
The full reorg is expected to be completed by year-end.