Mindshare | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
- Main Telephone
- (212) 297-7000
- Main Fax
- (212) 297-7777
|David L.||Chief Content Officer & President, MindShare Entertainment||NY|
Sample of Associated Brands
|Tim C.||Senior Partner & Human Resources Director - North America||NY|
|Joe S.||Chief Financial Officer||NY|
|Shane M.||Chief Data Strategy Officer||NY|
|Suzanne W.||Integrated Global Media Director, Strategy & Senior Partner||NY|
|****** ******** ****||media buying & planning||2009||present||*|
|****** ************||media buying & planning||2009||present||*********|
|****** *********||media buying & planning||2009||present||******|
|********, ***.||Media Buying, Media Planning||2019||present||*******|
|****** *****||media buying & planning||unknown||present||*|
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Close Watch Update: Unilever continues CMO search, axes individual agency relationships (Score 54)
Marketing Week that he will hire a "CMO++," a position that will chop off 20% of the duties of the old CMO role while adding 20% more. Jope specifically said this role will not be a chief growth officer.
The need for an evolved CMO likely has to do with Unilever's focus on growing in a "purposeful and sustainable way." Jope stated the Unilever will "ditch brands that don't have a purpose," or brands that only make "your hair shinier, your skin softer, your clothes whiter or you food tastier." As a result, non-purpose brands will have to find their purpose in a "gradual process" that does not have a set deadline. Jope expects 80% of its brands to have a purpose in the next few years and expects its marketers to not rely on unconcious bias.
The Drum reports that Unilever has partnerships with Hollywood, Bollywood, Cartoon Network and sports franchises to create content instead of ads. As for agency relationships, it is "shifting its brand relationships to the holding company-level rather than the sub-brands below." It will continue to leverage its in-house creative department, UStudios.
Edge believes the agency restructure and partnerships will see Unilever continue its spend increases (heck, it'll need to up spend to get its purposes on consumers' radars in the midst of here.
With spend increases imminent, sellers should reach out for revenue. The purpose-driven shift, as well as Unilever's digital shift, means Unilever wants to increase engagement among millennials and Gen-Z. Certain brands have a female skew (e.g., TRESemme and Baby Dove) while others have a male skew (e.g., Axe and Dollar Shave Club) and others have a wide-reaching demographic (e.g., I Can't Believe It's Not Butter and Degree). Overall spend typically spikes during Q1 and Q3.
Keep in mind you'll probably have he best of luck securing revenue from Unilever's personal and beauty brands since the company is focused more on those rather than its stagnating food brands. It is also focusing on beauty brands to grow, having just acquired skincare company Tatcha for an estimated $500m.
View recent digital display spend (courtesy of here. Know that the company and its brands also typically use outdoor, print, radio, earned media, social media, experiential, cause marketing and sponsorships/influencers.
Agency and martech readers -- continue to reach out to this Mindshare (media).
Below was originally published April 19:
We've learned reportedly restructure its marketing department after Wood leaves. We have yet to hear any details on what that restructure will look like, but will keep you posted as always.
In the meantime, agency and martech readers should continue to press for work at this vulnerable account. If Unilever hires a new CMO, they will likely review agency relationships. If Unilever restructures its marketing department, it'll likely restructure its agency relationships, too.
Weed moved quite a bit of work moved in-house during his 25-year tenure, but still used a number of agencies that you can expect competition from: Mindshare (media). Focus pitches on helping Unilever with its digital shift, which you should read more about below as it will likely see millennial engagement rise.
Keep in mind that the digital shift has seen digital rise in lieu of offline channels. View digital display, per here.
Because Unilever is focusing on digital channels to engage millennials, sellers with high ROI digital engagement among millennials will have the advantage. Keep in mind it may be best to reach out for specific brands since some brands have a female skew (e.g., TRESemme and Baby Dove) while others have a male skew (e.g., Axe and Dollar Shave Club) and others have a wide-reaching demographic (I Can't Believe It's Not Butter and Degree). Overall spend typically spikes during Q1 and Q3.