8th June 2022
Good Growth in the News
This week, we share a new addition to Mindshare’s leadership, insightful Gen Z POVs, and more.
Kathy Kline Appointed Chief Strategy & Innovation Officer, North America
Kathy Kline joins Mindshare as Chief Strategy & Innovation Officer, North America, bringing more than 30 years of experience to this role as she will lead and grow the agency’s strategy & innovation practice.
Excerpt: "Mindshare is committed to driving enduring, sustainable growth for brands,” says Kathy Kline, Chief Strategy & Innovation Officer, North America, Mindshare. “The seismic changes our industry has seen over the last few years present a very real opportunity to reimagine the way marketers engage with people to meet modern consumers on their terms. I am thrilled to be joining Mindshare to do exactly that, and further the agency’s Good Growth mission.”
Engaging Gen Z With Social Platforms
Janet Levine, Mindshare’s Executive Director, Client Lead, recently wrote an op-ed, published by Adweek, on how brands can better engage Gen Z through rising platforms and trends.
Excerpt: “Herein lies the competitive advantage. Few brands are looking beneath the surface of culture at the smaller trends gaining heat and traction. They underestimate the persuasive power of emerging content creators who have dedicated fan bases or Gen Z-specific platforms yet to demonstrate broad reach. But there is enormous opportunity in finding something small that could flourish in the mainstream or create a stronger resonance with a fiercely loyal community. To find where and how your brand fits into Gen Z’s world, think big by starting small.”
This Week's POV
Both TikTok and Meta platforms are testing new features for their users to improve their experience, including distraction-free scrolling, and new avatar reactions.
Read more about these features and the companies’ latest initiatives for Pride Month.
Something Else You Should Know
- After recently completing its integration with Mindshare, Neo won VistaPrint’s global affiliate business.
- The latest episode of GroupM’s This Week Next Week with GroupM Business Intelligence’s Brian Wieser and Kate Scott-Dawkins, discusses legislation in the US on Big Tech's moderation of content, and more.