ADWEEK HONORS MINDSHARE WITH MULTIPLE MEDIA PLAN OF THE YEAR AWARDS
Mindshare Awarded for Unilever’s #SpeakBeautiful for Dove and Nike’s Risk Everything
Agency Honored by Adweek for Second Consecutive Year
NEW YORK, September 7, 2015 — Mindshare North America, the global media agency network that is part of WPP, today announced that Adweek, the leading source of news for marketing, media, and advertising professionals, has honored the agency with multiple awards in the annual Media Plan of the Year competition.
The agency won in the Best Use of Social ($2 Million–$4 Million) category for its work with Unilever’s Dove for #SpeakBeautiful and in the Campaign ($15m+) and Best International Campaign ($5m+) categories for its role in the Nike Risk Everything campaign.
The Dove campaign, rooted in Twitter, featured a custom algorithm that identifies negative beauty tweets and allows Dove to counter them with positive tweets. When users post a negative comment about their own appearance using certain keywords, such as “ugly,” the algorithm searches their followers, identifies a positive interaction, and allows Dove to retweet the follower’s positive message, encouraging users to #SpeakBeautiful.
In addition to Media Plan of the Year, Mindshare’s work on #SpeakBeautiful was also recently awarded a Silver Media Lion from the Cannes Festival of Creativity and a Best of #Femvertising Award for Social Impact.
This is the second year in a row that Adweek has honored Mindshare. In 2014, Mindshare’s work for Land Rover, “Driven to Another Level,” received Media Plan of the Year for Best Use of Native Advertising Spending ($1 Million–$5 Million). And, just a few months ago, Adweek named Mindshare’s Chief Strategy Officer Jordan Bitterman as one of its Media All-Stars.
These honors follow a slew of other work awards this year, including five Cannes Lions, eight Effies (including a Global Effie), and wins at the Webby, Clio Sports, and David Ogilvy award ceremonies.
See the full list of Adweek’s Media Plan of the Year winners here.
Mindshare is a global media agency network with billings in excess of US$34.5 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. Visit us at Mindshareusa.com or MindshareInTheLoop.com and follow us on Twitter @mindshare_NA and facebook.com/MindshareNA.
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Mindshare, MEC, MediaCom and Maxus, as well as Xaxis and Catalyst. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.
Corporate Communications, Mindshare