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Mindshare: Big Ideas, Big Picture Time for Snack-Filled Tea Breaks

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Mindshare: Big Ideas, Big Picture Time for Snack-Filled Tea Breaks February 9, 2004 | Advertising Age |S-2 AdAgeSPECIALREPORT MEDIA AGENCY MindShare: Big ideas, big picture time for snack-filled tea breaks. So MindShare Global Media Agency of decided every soul in Britain should stop and take a break—and preferably unwrap a the Year builds on huge KitKat—at precisely 3 p.m. on March 21, 2003. To rally an entire nation behind “Britain’s global Gillette account Biggest Break,” MindShare marshaled most of the U.K. media and an army of WPP By NORMANDY MADDEN companies. U.K. newspapers and magazines and LAUREL WENTZ wrote about leisure time and ran eight-page inserts about taking breaks. There were in- o take over Gillette Co.’s hard-won store promotions, viral e-mails and a text $600 million global media account in messaging campaign on cell phones. early 2003, MindShare crafted a 90-day MindShare media buyers negotiated the Ttransition plan so complex and detailed simultaneous airing of a TV spot on every that it took an entire day just to present it to channel, and convinced a talk radio station to the marketer. stop talking and play music. During those initial three months, “The most exciting thing is that 6.5 million MindShare fully staffed the account with 100 people stopped and had a KitKat,” says Jon people, including country teams in 70 offices Lambert, KitKat marketing manager at Nestle and hubs on four continents, and negotiated Rowntree. “That’s 14% of the population. and placed media for the entire year. Two things made it a success—the creative “It’s the biggest thing globally we’ve idea and getting people to hear it. MindShare swallowed in one chunk,” says Nick Emery, put together a plan that was fantastic in range MindShare’s chief strategy and planning and creativity. It had to feel big.” officer worldwide. “But we’re used to working In fact, Mr. Lambert and MindShare are this way for clients. We’ve already done it for already planning to do it all again on March 12. Ford, Unilever, Kimberly-Clark. We build KitKat is a cozy brand, but MindShare can teams that are right for the client.” be cool, too. Playing on Wieden & Kennedy’s To MindShare CEO Dominic Proctor, the “Freestyle” spots for Nike fusing music and victory was all the more remarkable because basketball, MindShare partnered with MTV MindShare held the Gillette account nowhere last year to make a documentary on the origins in the world, and in a seemingly endless of freestyle, and drew 30,000 kids to compete to review had to defeat two incumbents, MINDSHARE be the U.K.’s top freestylers. MTV made short Omnicom Group’s OMD and Universal films of the best, and 200,000 viewers voted McCann, part of Interpublic Group of Cos. GROSS WINS: $1.54 billion online and by text message for their favorites. GROSS LOSSES: $316 million “Nike doesn’t need more brand $1.5 BIL IN NEW BUSINESS NET WINS: $1.22 billion awareness,” says Malcolm Russell, After the $600 million Gillette win, WPP MAJOR WINS: MindShare’s London-based business director. Group-owned MindShare picked up $1.5 “The media strategy was about creating Nextel Communications U.S. billion in new business in 2003, and lost just experiences our audience could get involved Burger King U.S. over $300 million. About one-third of those in. The business MindShare will be in for Yahoo! U.S. new billings came from two big U.S. wins: the Nike is not so much media as creating Unilever Thailand $160 million Nextel Communications and programming.” President Foods China $340 million Burger King Corp. accounts. ACCOUNTS: From top, Heineken, KitKat and Nike. Marc Goldstein, president-CEO of Abbey National U.K. TURN MARKET ON ITS EAR MindShare North America, says his agency Motorola China Joe Pollard, Nike’s global media, digital and will retain BK’s media buying. The fast-feeder MAJOR LOSSES: content director , says: “We’re a fairly fired WPP’s Y&R Advertising last month and demanding client in the sense that we’re “The business for Unilever Japan, planning only moved creative and media planning to Crispin always asking MindShare, ‘What’s new, Boots U.K. Porter & Bogusky, Miami. what’s different, how are we turning the Nike is not so much Parmalat Italy A surprising one-quarter of new billings market on its ear from a media standpoint?’ ” OfficeMax USA came from China, where MindShare has a MindShare, the executive says, does a good media as creating Siemens China/Italy/Singapore phenomenal track record and leadership job digging for appropriate creative ideas in position in the world’s fastest-growing media programming” Cadbury Schweppes Spain/Italy/Greece vastly different markets, from the less- market. Another source of growth is a steadily Source: MindShare and Advertising Age developed Czech Republic to soccer-mad Italy. increasing share of Unilever’s business MindShare can even be a little nerdy. Who around the world. MindShare is the winner of mostly at the expense of Interpublic’s In addition to being the world’s second- else would buy two seats on various European 15 of Unilever’s last 17 country reviews. Initiative Media. Besides winning Unilever largest advertiser after Procter & Gamble Co., flights for Austrian pensions company AMF, Meticulous and tenacious, blessed with a pitches in major markets like the U.S., Unilever’s Communications Channel and plop an AMF financial adviser in one of stable management team that has been in Germany, Italy, India and China, the Planning system gives media a central role in them? Passengers were then offered the place since the company’s opening day seven MindShare network had the depth and crafting communications strategy, including chance to occupy the empty seat and get free years ago, MindShare is Advertising Age’s breadth to pick up Algeria, Turkey, Vietnam influencing creative. financial advice throughout the flight. Global Media Agency of the Year. More than and Bangladesh. In the last battle—at “MindShare truly operates at a global, “He would sit there and pitch while the any of its rivals, MindShare in 2003 won a Unilever, there is always a media review regional or national level–they’ve managed to passenger was stuck for 2 hours,” wide range of new business, orchestrated going on somewhere in the world— structure themselves to clients’ needs, and MindShare’s Mr. Emery says. global client relationships and developed MindShare won Thailand, where Unilever is that’s unusual,” says Alan Rutherford, Mr. Proctor, who was also the company’s innovative media strategies. The previous the biggest advertiser. Unilever’s global media director.”They’re first employee, attributes MindShare’s year’s winner was Omnicom’s OMD. MindShare lost a few big ones, too. Last probably ahead of the creative agencies.” success to its stability. With Unilever, for instance, MindShare year Unilever’s $90 million media planning MindShare thinks big. In the U.K., the 50- “We have the same management team as has doubled its share of that marketer’s media business in Japan went to Initiative, following year-old “Have a break, have a KitKat” when we started, and stability at the top of business over the past five years to an the $40 million South Africa account two positioning of Nestle Rowntree’s KitKat brand the company is an incredible advantage,” he estimated 52% of Unilever’s global billings, years earlier. became less relevant as busier Brits had less See MINDSHARE on Page S-4 February 9, 2004 | Advertising Age |S-4 AdAgeSPECIALREPORT MEDIAAGENCY to lose control over media buying. parent for MindShare and the leading global media network in MindShare is the dominant player So Mr. Proctor set up MindShare Mediaedge:cia. its 2003 Vitality ranking, based on in China with one-third of the MindShare offices across Europe and Asia first. Mr. Proctor spends half his time factors including business won and market for media agency networks, From Page S-2 By then WPP Group CEO in New York, where his striking lost. MindShare and its two closest according to RECMA figures. says. Furthermore, “We’re not led Martin Sorrell had made his desire resemblance to “The Sopranos’ “ competitors in size, Publicis “China is one of our top three or by one client or one continent. to see MindShare operate in the leading character has earned him a Groupe’s Starcom MediaVest and four markets around the world in its There are no geographic black U.S. very clear, and the company MindShare I.D. badge with the OMD, all have global billings of contribution to the business,’’ says holes that need fixing.” opened in New York in 2000. Mr. name “Tony Soprano” under his about $18 billion. According to Mark Patterson, MindShare’s Hong That’s partly because Proctor, an avuncular globetrotter own photo. RECMA, MindShare has about a Kong-based CEO, North Asia. MindShare was initially blocked who ran the world outside the U.S. 12% share of the U.S. market In 2003, MindShare picked up from the U.S. market, where as MindShare’s chief operating 12% SHARE OF U.S. MARKET among media agencies; a 9% share $200 million in billings in China WPP’s Ogilvy & Mather officer, became CEO last year when RECMA, a Paris-based company of the European market, which is from international clients such as Worldwide and J.Walter Irwin Gotlieb moved up to CEO of that tracks media agency networks, still led by Aegis Group’s Carat; and GlaxoSmithKline, Wyeth Thompson agencies were reluctant GroupM, WPP’s media services will name MindShare this month as 18% of the Asian market.
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