Mindshare to make Vivid uncomfortable

By AdNews | 21 May 2014

Mindshare is putting its money where its mouth is at Vivid in a bid to deliver business solutions within seven days. The agency admits that will take it out of its comfort zone, but backs itself to deliver.

Mindshare’s Co-Creation team will host two events in the Ideas Lounge held at the MCA. In the first session, it will ask the audience what keeps them up at night and the challenges their businesses are struggling with. A week later it has to come up with viable solutions and present them at the second session.

The theory is that being uncomfortable - going beyond the tried and tested - forces creative solutions. Being uncomfortable is good, reckons Adam Ross, who heads up the Co-Creation division with Sam Turley. That's what they tell clients. Now they get to practise what they preach outside the comfort zone of the office.

 “Our team’s mission is to be uncomfortable as we believe that transformation requires you to do new things and doing new things makes you uncomfortable," said Ross. "So we want to constantly challenge our clients to be uncomfortable as that is a sign of growth."

Boss Katie Rigg-Smith backs them to deliver, and "challenge the perceptions of what media agencies can deliver."

The sessions run on 27 May and 4 June.

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