MINDSHARE
THE PEOPLE & PRACTICES Mindshare India is led by CLIENT LEADERSHIP BUSINESS PARTNERS AND TRUSTED ADVISERS M A PARTHASARATHY (MAPS), CHIEF CLIENT OFFICER STRATEGY: “NO LINE” COMMUNICATIONS PLANNING POWERED BY CONSUMER AND CULTURAL INSIGHTS CONSULTING AND INTELLIGENCE: DELIVERING MEASURABILITY AND ROI THROUGH ANALYTICS AND BUSINESS INTELLIGENCE BRANDED ENTERTAINMENT AND ACTIVATION: SPECIALISTS IN CREATING, COMMISSIONING AND CONTROLLING BRANDED ENTERTAINMENT, SPORTS AND PARTNERSHIPS THE EXCHANGE: BRINGING THE STRATEGY TO LIFE THE STORY Mindshare was started in 1997, the first and only start-up of the WPP group. Before Mindshare, full service agencies ruled the roost, but it came in with a new proposition: that media could be a starting point for all communication. Mindshare’s creation marked the end of the old full service agency. Back then, this concept was ground-breaking. Mindshare is an Asian company at heart. It first launched Asia operations, then Europe, then the United States – today, it is a very well-balanced global network compared to competitors. People at Mindshare continue to balance the old world and the new emerging world, and learn from both every day. Mindshare India began its journey in 2001, with the soul of a start-up. THE REACH Mindshare India has come a long way since its launch. Earlier this year, Mindshare announced that its Indian operations would become the global network’s Mobile Marketing Centre of Excellence - responsible for driving mobile thought leadership, establishing best practices, developing new talent and becoming a global hub for mobile content production needs. The sheer size and scale of Mindshare’s business is balanced by its nimbleness and a nose for opportunity, be it Branded Entertainment, Marketing Analytics or Digital. Mindshare India has over 400 employees across six offices in India – Mumbai, Gurgaon, Bangalore, Chennai, Kolkata and Hyderabad. THE NAME The name, while unusual at that time, was chosen for a reason – it was, in essence, about being collaborative across borders, clients and media owners. THE CLIENTS UNILEVER, PEPSICO, GSK, FORD, CASTROL, HSBC, IDEA CELLULAR, ABG GROUP, AMERICAN EXPRESS, NIKE, STAR NETWORK, ICICI, LENOVO, KELLOGG’S, LUFTHANSA, IBM, UNITED SPIRITS LTD., UNITED BREWERIES, MADURA GARMENTS, LIFESTYLE, MANIPAL, TATA STEEL, BERGER PAINTS, SAP, TOURISM OF IRELAND, ROLEX, YUM! RESTAURANTS. RECENT ACCOUNTS WON MINDSHARE’S BUSINESS WINS IN 2012 INCLUDE JABONG, MAGMA FINCORP, THE HINDU (12), TAMILNAD MERCANTILE BANK (TMB), RANDSTAD INDIA AND INTERCONTINENTAL HOTELS GROUP (IHG) THE BUZZ Mindshare won the Media Agency of the Year 2012 at Spikes Asia, topping up its thumping win as Agency of the Year at the EMVIES 2012 just a few days earlier, where it has won the award for five years in a row and is also the most awarded agency overall. In 2011 alone, Mindshare won over 100 industry awards – local, regional and international. These include Campaign Agency of the Year, India and the Sub- Continent, seven medals at GoaFest, two golds at the DMAs, a gold at the Mirchi Kaan awards and a silver at Spikes. THE FUN Fun and the spirit of competition go hand-in-hand at Mindshare. This comes alive at the ‘Mindshare Premier League’ – the agency’s internal cross-team championship, at the TT tables in the evenings, and most obviously in the chaos created every year at the EMVIES! THE ESSENCE, ACCORDING TO RAVI RAO Q] What is the USP of Team Mindshare? We believe that perpetual evolution is the key to keeping our clients a step ahead of the curve. Our structure, processes & training programmes dynamically adapt to changing needs and opportunities. Q] How does the road ahead look like? What are the new frontiers the agency is looking at? We believe that the future lies with those who are able to harness the power of data and apply it to connect meaningfully with individuals. Mindshare has invested in tools and talent in this space. Q] What is the one phrase that sums up the essence of Mindshare? Original thinking
RAVI RAO, LEADER, SOUTH ASIA, an alumnus of Sydenham Institute of Management, Mumbai. Rao has over 25 years of experience in Media, and held a senior position with Omnicom Media Group in Dubai prior to joining Mindshare.
ANUPRIYA ACHARYA, LEADER, UNILEVER SOUTH ASIA
ALOK SINHA, LEADER, STRATEGY
SANDEEP PANDEY, PRINCIPAL PARTNER, CONSULTING, INTELLIGENCE & ANALYTICS
ANITA KARNIK, PRINCIPAL PARTNER, BRANDED ENTERTAINMENT AND ACTIVATION
JAI LALA, PRINCIPAL PARTNER, THE EXCHANGE
Tags : AGENCY PROFILE