Katie Rigg-Smith on Mindshare’s new Good Growth positioning

Chris Pash
By Chris Pash | 9 August 2021
 
Katie Rigg-Smith

Growth is usually a good thing in a business, and personal, sense but not all view the concept in the same way.

Mindshare, in its new global positioning, has coined Good Growth.

This is a concept all agencies promise but Mindshare says it will deliver the difference between flash in the pan and enduring, diversified and more sustainable growth over time.

“Not all growth is created equally,” Katie Rigg-Smith, CEO of Mindshare AUNZ, told AdNews.

“There is actually sustainable growth and growth that is not short-sighted.

“What I liked about this when the global trend team were talking about it and launching it was the idea that good growth can mean different things for different clients.

“For some good growth can mean not just viewing short-termism, and getting a sale tomorrow, but realising that if you want to grow over a sustainable period of time there has to be a relationship with the audience.

“This is good growth for some businesses, which is a much bigger and more worthy cause, potentially, for their values as a brand.

“This might be about sustainability for the environment or values that lead to people and what they're looking for in their lives.

“There's a spectrum of what growth means. But it is doing it in a way that understands the greater purpose of the brand, whichever spectrum they're at.”

In Australia, Rigg-Smith says the focus has been helping clients achieve their wildest ambitions.

"This is rich territory,” she says. “Clients really warm to it because you get to have a look at the bigger picture for them.”

The new Mindshare global CEO, Adam Gearhart, in New York, is passionate around sustainability for the brands in the longterm.

“About how clients have to align their values to their customers' values for growth,” she says.

“It's something we've all been tinkering with for six months or so. It's something we've all been part of a journey in helping corral into a way that will be relevant for our local markets. But it's very much a passion from a lot of people across the globe.” 

Rigg-Smith says local staff have taken to Good Growth. 

“Those coming up through the industry want to help do the right thing for the world,” she says. 

“When they see that our positioning is really trying to unlock what's good growth, and understanding that by client, you can see them energised. 

“And they're all putting their hands up for different project streams to be part of driving intentional investment.” 

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