2nd November 2021
Provocation in the News
This week, we share recent award wins, employee spotlights, new work with Ford and the Alzheimer’s Association, insights on livestreaming, and more.
2021 AdExchanger Awards
Mindshare won at AdExchanger Awards, in the category of Best Diversity, Equity and Inclusion Campaign for the Black Community PMP with U by Kotex.
View the full list of winners.
IPMA 2021 Regional Awards
Neo won at the IPMA21 Regional Awards for Best Performance Marketing Campaign, for their work on the launch of Disney+ across Latin America.
View the full list of winners.
Livestream shopping
Yahoo Finance published a piece on livestream shopping in the U.S., featuring insights from Mindshare’s Mara Greenwald, Managing Director, Shop+, on the challenges in this market vs. a more established one in China.
Excerpt: “Mara Greenwald is the managing director at Mindshare, a global media and marketing company, and she explains her perspective, “We work with lots of brands trying to figure out how to start livestreaming, how brands can take advantage. It’s such a big trend in China, but we haven’t really figured out how to make it work seamlessly here. In China, most of the sellers’ platforms were launched through Alibaba, which was already a shopping network and a platform that people trusted. Not every retailer in the U.S. has built out their retail platform successfully."
Tech earnings
A story in The Guardian reported on Apple’s earnings, including commentary from Mindshare’s Tom Johnson, Global Chief Solutions Officer.
Excerpt: “Apple has had a stellar year with the iPhone 13 despite all the issues in the global supply chain,” said Tom Johnson, an analyst at WPP Mindshare. “You’ll see the familiar lines outside Apple stores this Christmas."
Hopeful Together
The Work: The Alzheimer’s Association has partnered with the Ad Council and Mindshare to launch a new national campaign, called Hopeful Together. The program includes PSAs aimed at encouraging families to discuss cognitive concerns with each other and their doctor sooner to enable early diagnosis of Alzheimer’s disease and other dementia. The campaign was created and produced pro-bono by Mindshare’s Content+ team. Mindshare also developed a multi-channel media strategy and audience plan for the campaign. The PSAs will run on television, radio, print, outdoor, and digital sites across the country.
Excerpt: "We are honored to be part of this important campaign," said David Lang, chief content officer, North America, Mindshare. "Alzheimer's is an insidious disease that has affected so many families, including many of our own. We hope this campaign will capture the attention of people across the nation and encourage them to have those very difficult family conversations and go see a doctor together to get the help they need."
Riders Republic and Ford
The Work: Ford and Ubisoft came together to launch a live action sports game for a great cause, bringing the Bronco Sport and Ranger into a new video game, Riders Republic. The game takes seven American National Parks into one map where you can be the star athlete. The Fearless Ford Adventure is where the Bronco Sport supports American Trails, a national non-profit that’s building real life trails and preservation. Ford will be donating to the cause to help make a positive impact to the trail community. Mindshare led the planning, creation, and execution of the partnership elements and worked closely with our WPP partners GTB, VMLY&R, and Makerhouse, on the production of a launch video used across social media and in press.
Mindshare Day 2021
Yesterday, we celebrated Mindshare Day, a day dedicated to celebrating our people, culture, and work. In the U.S., we had 19 engaging and interactive virtual sessions hosted by a cross-country team of volunteers.
Mindshare's New Global COO
Campaign reported on the announcement of Michael Karg joining Mindshare as our first Global COO, based in London. Michael comes from Razorfish, and previously Digitas and Ebiquity.
Excerpt: “Michael’s background and experience gives him an innate ability to fuse progressive transformation agendas to new world operational excellence, for both agency and clients alike, and we’re excited he’ll be helping us apply those skills to accelerate 'Good growth' for our clients,” Gerhart said.
5 Minutes With...
In the most recent edition of our 5 Minutes With series, we hear from Mindshare’s Adam Griffith, Director, Strategic Planning. He shares career advice, how to stay inspired, and more.
Excerpt: “What is the biggest learning from your career? Loving the work you do every day brings more satisfaction in life than any paycheck could. Working with an agency that cares about its people, having teammates you enjoy working with, and helping clients who strive to make a difference in the world have been very rewarding for me."
This Week's POVs
-- A deep dive on the latest quarterly earnings from Alphabet, Amazon, Apple, Facebook, and more. Read the details.
-- Advertising Week NY was hybrid this year, bringing back in-person panels and activities, and providing online experiences. Some key themes included data & privacy, streaming & CTV, commerce, and DEI.
Something else you should know
WPP relaunched its WPP TV series, check it out here.
The Wall Street Journal published a piece on Google’s profits, featuring thoughts from GroupM’s Brian Wieser, Global President of Business Intelligence.
Adweek interviewed Mark Read, CEO of WPP, on new business, a growth in demand for PR, and companies seeking first-party data client relationships.