In an internal newsletter sent to all Mindshare offices around the region, Asia Pacific Leader, Ashutosh Srivastava, shared his thoughts on what he called an eventful year in 2008.Here are some excerpts from his address.
GLOBAL REORGANISATION
Mindshare’s global reorganisation, has centred on three core elements – new look and corporate identity, new products and services based on the Value Exchange framework, and new roles, along with organisational design and team structure.
‘Since we announced the restructuring in April 08, different groups of colleagues have been working behind the scenes, redesigning and fleshing out the product, as well as the HR strategy and the new branding, breathing life into the vision that signals our intention to be a new-age agency providing a marketing and media network for our clients,’ Ashutosh said.
DIGITAL INTEGRATION
He further explained that one of the key areas that is in line with the objective to integrate digital into everything that staff do at Mindshare, a global network of digital champions drawn from all offices has been created. The champions will be working on a roadmap for a Mindshare digital nation. In Asia Pacific, this network will be led by regional team member Brian Stoller, who is based in Hong Kong.
BUSINESS WINS
In terms of new business wins, he reported that the last quarter of 08 saw great wins including a Pepsi win-back from OMD in Thailand and retention in Pakistan and Daimler Benz in China.
Mindshare also picked up a search marketing assignment from Malaysia Airlines, with the initial work winning the SEA Googlies – both for the search team and the client, as Advertiser of the Year.
As for the business planning teams which have generated significant growth this year, as clients heading into a downturn clamour for greater return on their marketing investment and more ways to assess the boost to effectiveness we are providing.
WINNING HEARTS AS WELL
Recent wins involving Diageo and LG reinforce our belief that the new Mindshare model is just what our clients are looking for. There has also been some great Invention work from a number of markets.
Clearly one of the big turnarounds was crafted on Rolex China, where Invention has begun to change the client’s perception - of us as a traditional media buying agency, with no understanding of the luxury market, to a marketing partner, working on content based solutions.
CLOSING
Finally, he drew attention to the fact that not only has Mindshare been one of the most awarded agencies in AP this year, but this is also the first year that Mindshare picked up Agency of the Year honours in the industry awards for as many as six countries in the region.
‘I am confident Mindshare will continue to build up momentum in 2009 so that we are even better positioned at the end of the current economic slump and consolidate our lead in the market,’ he closed.
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