Mindshare has launched a new full service media unit in Singapore, called Growth and Emerging Market Solutions or GEMS, with Deepika Nikhilender as its CEO.
GEMS will serve the needs of a number of companies who use Singapore and other Asian cities as their central marketing hubs for managing their emerging and developing growth markets across Asia, the Middle East, Africa and others. GEMS will provide marketers, who have responsibility for these regions, with a broad spectrum of services, including emerging class consumer activation, mobile marketing, category communications planning, ROMI, digital analytics, consulting, content development and management of quick data for insights. As specific sub-regional needs from clients grow, Mindshare will look to support the GEMS Singapore hub with talent based in China, India, the Middle East, Africa and other developing markets.
GEMS will provide a simplified single-window access to clients looking for specialist planning skills and implementation partners in marketing communications. It will house a team of client leaders, along with specialists in these service areas who will help develop solutions for clients. GEMS is designed to be an open-source partner to its clients. It will bring in bespoke planning platforms and a real-time campaign data-tracking centre, which will facilitate open-source collaboration with various marketing communications partners to develop integrated marketing solutions. These partner companies will focus on word-of-mouth, activation, insights, data analytics and technology, and digital media – such as Kantar, Geometry Global, Advocacy, VML and several others. In addition, GEMS will harness global partnerships with digital and mobile companies that Mindshare already has in place.
Deepika Nikhilender had previously led Mindshare Business Planning across the Asia Pacific, where she led and developed Mindshare’s offering in analytics, insights, strategy and data and technology solutions. She brings extensive experience on multiple product categories across Asia. In 2010, she was chosen Regional Client Leader for Mindshare APAC as recognition of her contribution to clients. In this role, Nikhilender will report to R Gowthman, who was recently appointed COO for Mindshare APAC. Nikhilender has been with Mindshare for 15 years.
Nikhilender said, “At Mindshare, we have always kept our clients’ business at the centre of all that we do. Their expectations from Mindshare have also changed significantly in response to the changing marketing and media opportunities. We continue to evolve ourselves to stay ahead of market, while ensuring we stay relevant and competitive. Thanks to our clients, who keep pushing us to raise the bar, inspiring us to open up new streams and encouraging us in all our new initiatives.”
Commenting on the new unit, Ashutosh Srivastava, Chairman & CEO for APAC & Growth Markets at Mindshare said, “GEMS is part of an exciting new approach, using technology to create centres of excellence at a few hubs, look at data centrally and share precious talent across more markets when developing solutions. Hopefully, this model will enable clients to use all their partners more collaboratively – to create more impactful solutions and drive growth, in markets where lack of experienced talent is currently a huge handicap. We are going to run GEMS like a start-up – data and tech driven, fast and flexible, provocative and founded on collaboration, with ability to dial up and down for clients without tying up massive resource for clients.”
Mindshare Asia Pacific’s GEMS unit and Nikhilender’s role are effective immediately.