13th September 2021
Provocation in the News
In our latest news we share industry reflections on 9/11, new campaign work and a recent HERoes award win.
2021 HERoes Women Role Model Lists
Mindshare’s Valerie Henninger, Managing Director, Strategic Planning, was named one of HERoes 100 Women Future Leaders. Supported by Yahoo Finance, the HERoes Women Role Model Lists celebrate leaders who are championing women in business and driving change for gender diversity in the workplace.
Check out the full list of HERoes 100 Women Future Leaders.
Reflections Of 9/11: How Madison Avenue Remembers It
Mindshare’s Danielle Koffer, Chief Client Officer, USA and Adam Gerhart, Global CEO were both featured in a piece from MediaPost on a series of reflections from industry executives on where they were during 9/11
Excerpt: “I was working at [American Express] in New York, whose offices were right by the World Trade Center,” recalls Danielle Koffer, Chief Client Officer at Mindshare USA. “It was a traumatic event in and of itself, clearly. Shortly after, my team and I were working out of a remote office in Connecticut. One day, I remember commuting back to where I lived in the city with my personal items in a box after having gotten laid off. It was an incredibly humbling experience compiled with some post-traumatic echoes of the whole 9/11 experience. 9/11 was an awakening, and what I took away from it all was: 1) We don’t live in a bubble in this world; 2) The power of human beings in coming together in crisis is mind blowing; 3) Resilience is innate. Twenty years later, those takeaways still resonate for me. Mindshare USA is actually headquartered at the new World Trade Center.”
Unilever Completes $4 Billion Media Agency Review
Mindshare was retained by Unilever and cemented as their lead global media agency. Congratulations to the team and everyone who helped secure this major win!
Excerpt: Adam Gerhart, Global CEO, Mindshare, stated, “We’re elated to continue our strategic partnership with Unilever as their lead agency, and believe that the cultural synergies between Unilever’s GOTFL and our own vision to accelerate Good Growth for clients, underscores the strength of the partnership across all levels.”
New Work: Cinnamon Toast Crunch
Cinnamon Toast Crunch partnered with Uproxx and emerging MC artist, Meet me at the Altar, to launch the first ever choose-your-own adventure style music video! With interactive elements, the video transports Tweens into the CTC Cinnaverse, hacking boredom and cementing CTC into Tween culture through music. Viewers are prompted to choose what happens next as they watch the Cinnamojis take center stage. Targeted social media on TikTok and Snapchat and a takeover on Uproxx.com were activated to support the launch. The video will live in perpetuity as the official music video for the band’s single “Wake Up” on YouTube. Mindshare led ideation, strategy, and activation.
New Work: Ferraro, Butterfinger
Adweek highlighted Ferraro’s new Butterfinger campaign, bringing back the Butterfinger Investigators from 2020 with a new case to solve. In the campaign, there are BFI agents (including an actor from The Blacklist), who track down Butterfinger thieves. Users can report their own Butterfinger-related crimes and interact on Twitter and Instagram. Selfies can be entered into a sweepstakes to win $25,000. Mindshare managed media support across YouTube, Facebook, and Instagram.
How Name, Likeness and Image are Changing the Game
Mindshare’s Josh Spiegelman, Managing Director, Sponsorships & Partnerships, Content+, spoke at Brand Innovators’ NIL Summit. Watch to learn how brands are working with college athletes and what’s to come.
This Week's POV
-- Two hardware initiatives that Amazon and Facebook are working on will integrate their offerings further into the lives of consumers and businesses. Read the details here.
In case you missed it
Read Digiday’s profile of Kirk McDonald, GroupM North America CEO, featuring thoughts from Adam Gerhart, Global CEO, Mindshare.