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At 20, Mindshare to further sharpen its focus on Data, Digital and Content

21-November-2017
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At 20, Mindshare to further sharpen its focus on Data, Digital and Content

As Mindshare completes 20 years across the globe, the first thing that Prasanth Kumar, CEO, South Asia wants to emphasise upon is not being called an ‘old’ agency.

“We would continue to be called as ‘the youngest agency’ because culturally, every year has been different for us. We have always worked towards creating a newer and more exciting year,” says the man under whose leadership the agency has been on a winning spree across all industry events with its tally running into 237 awards with two more months to go.

Keeping its focus sharp on DDC-Data, Digital and Content for 2018, in a brief conversation with exchange4media, Kumar maintains that it’s their ‘client centric’ approach that has worked for them all throughout.

“We feel that’s something the client also wants. It allows us to understand the consumer better and engage with them better. Besides, there are going to be multiple other focus areas from data and content perspective. Our entire FAST offering is getting shifted with a lot more programmatic consumption happening for different clients. We are also focusing a lot more on execution side like investing on automation and getting more accuracy that helps us continue to excel,” Kumar shares.

Emphasizing the need for giving relevant solutions for the clients, Kumar says that a lot of it comes from working beyond the brief. “We just don’t end up creating innovative solutions for our clients but more relevant, comprehensive and effective ways to serve them,” says Kumar. Perhaps that is the reason why big brands like Unilever, GSK, ICICI Bank, Kellogg, Diageo, PepsiCo and many others have been associated with the agency for over 15 years now.

Being part of the industry for decades, Kumar says that it’s not just Mindshare that has come a long way but the industry too. “Even the industry in some forms has finished 20 years. It has evolved a lot. We see new trends with the entire ecosystem changing over the time,” he adds.

Recalling his early days, Kumar says that two decades ago, the industry did not have so many channels or such active and developed trade media systems. “20 years back, people felt media is at the tail end, some years back people thought it is at the centre and now media is leading,” he says.

Kumar also thanked his predecessors for shaping the organisation and laying a strong foundation. “20 years is a landmark and a milestone for any organisation. Especially in a media agency and agency echo system, it’s a great achievement for us to continue. Being the leader we take a lot of responsibility in shaping the echo system,” he adds.

Mindshare completed 20 years on November 1, 2017 and the landmark was celebrated across its 116 offices in 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific, involving over 8,000 employees.

Dedicated to forging competitive marketing advantage for businesses and their brands, the global media agency has been basking in glory since its inception in 1997 in Asia. The story of Mindshare is one of ‘Speed, Team Work and Provocation’.

Gowthaman Ragothaman, Global Chief Strategy Officer for Mindshare FAST, wrote on his Facebook wall, “Proud to be Purple! How time flies! Have seen this company grow alongside my son. Both are not teenagers anymore! But would like to keep Mindshare at 19 forever! Let the wisdom become its muscle memory and let its youth remain; forever young. At the edge, breaking down all conventions, continuously curious, optimistic, energetic, reconfiguring, startup, FAST, provocative and yet collaborative! #TeamMindshare.”

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