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WPP’s MindShare today announced a global restructuring of its business operations, one that is meant to integrate traditional and digital services and staff.
MindShare’s digital operation, MindShare Interaction, will cease to exist as a standalone unit immediately. “Digital is not at the core of what we do. We are integrating it into the offering, but not at the center, because that would mean you’re no longer media neutral,” Scott Neslund, MindShare’s North American CEO, is quoted as saying in Adweek. “If you look at the landscape today and in the future, digital is a big part of it, but there is still a tremendous [traditional] media landscape that operates with consumers.”
The restructuring is meant to create an agency that offers fully integrated, media-neutral services for clients. With that in mind, the overhaul focuses on four key business areas: client leadership, business planning, “invention” (the hub of the agency’s creative thinking and branded entertainment); and “the exchange” (which combines all trading, including digital and non-digital).
The restructuring is a global undertaking impacting all of MindShare’s 97 offices in 67 countries. Implementation will begin in specified areas of each office immediately and be phased into the overall operations of each one over time. The full reorganization is expected to be completed by year-end.
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