27th September 2021
Provocation in the News
In our latest news we share agency awards, employee spotlights, insights on storytelling, and recent campaign work.
Media Agency of the Year
Mindshare Canada is named Media Agency of the Year by Effies Canada. The team won in six additional categories for work on the Dove Courage is Beautiful and Hellmann’s vs. Virtual Food Waste campaigns. Congratulations to everyone on their hard work and much deserved win!
How Brands Wield the Power of Storytelling Marketing
Mindshare's Greg Manago, President, Content+, shared thoughts with Built In on the power of storytelling marketing. The article features two of Mindshare's campaigns, Dove Men+Care's Commit to C.A.R.E. and Castrol's #GarageLife, as recent examples of narrative-driven marketing.
Excerpt: “Many of the brands Manago has worked with don’t merely use storytelling as a device to explicitly sell products (though that certainly happens too). A lot of times, the brand uses stories to say something that’s important to them — or, more accurately, important to their customers.”
New Work: Unilever, Degree
Degree launched their #TrainersforHire platform as commentary on the movement industry's lack of representation of and accessibility for disabled consumers. It aims to drive conversation around athletes with disabilities and how they break down their barriers to movement. Mindshare worked in lockstep with PR agency Edelman to make Degree’s statement as powerful as possible through media placement: we ran a full-page ad in the New York Times, bringing light to this glaring gap in the industry; days later Edelman organized a spin class on the sidewalks of NYC, led by a disabled spin instructor. Mindshare also launched a mobile digital billboard strategically routed to pass by the HQ of Peloton, SoulCycle and Equinox – with scale in-mind, Digital OOH inventory was also secured around the city, widening the message’s footprint.
5 Minutes With Michael Soroosh-Collins
In the most recent spotlight of our 5 Minutes With series, we hear from Mindshare’s Michael Soroosh-Collins, Managing Director, Connections+. He shares advice on working in our new normal, career lessons, and how he stays inspired.
Excerpt: “Best advice you gave out about working differently? Find the upside. Winston Churchill famously said to ‘never let a good crisis go to waste.’ It’s true that none of us asked for this new normal, but it also offers new opportunities we didn’t have before. For myself, I’m enjoying the opportunity to work more with people across offices, oceans, and time zones. And to be home in time to make dinner every night.”
The Future of Personalization for Automotive Brands
Mindshare’s Frank Puma, Investment Business Lead, spoke on an Advertising Week leadership roundtable on the future of personalization for automotive brands, alongside other leaders from Nissan, UM Worldwide, Innocean, and more.
This Week's POV
-- Google announced that it will give users more information about who is running ads online by showing users all the ads from a company or brand in its dedicated ‘about this advertiser’ page.
Read the details and implications.
In case you missed it
GroupM’s Joe Barone, Managing Partner, Brand Safety Americas, Brand Digital, spoke with Adweek on connected TV standards and inventory.