Mindshare: The adaptive marketing agency

Arvind Hickman
By Arvind Hickman | 31 July 2017

This is a free excerpt from AdNews print magazine August edition. You can download a digital version of AdNews and subscribe to the premium print edition here.

Adapting to change is at the heart of GroupM's Mindshare. The media agency is mostly led by women and prides itself on being able to rapidly adapt to clients' needs.

The guiding principles of Mindshare and what it represents after more than four years under CEO Katie Rigg-Smith are these; adaptive, provocation, diversity, speed and teamwork.

Mindshare positions itself as an adaptive marketing agency that is nimble enough to roll with the punches of rapidly changing media landscape.

Rigg-Smith, one of the most respected agency leaders in this market, has led Mindshare through two evolutions that have helped the agency become one of the hottest in the market, picking up a swag of new business wins in the past year and a regular on pitching shortlists.

The first involved diversifying into performance, owned and earned media as clients shifted budgets away from solely paid media. In early 2016, Mindshare began plotting a second evolution that would position the agency towards adaptive marketing – a core philosophy.

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