Mindshare gets new corporate identity

Mindshare yesterday revealed its brand new worldwide corporate identity. The WPP agency has developed the redesign in partnership with branding agency Moving Brands, as a part of its ongoing global restructuring announced earlier this year.

The initiative is Mindshare's first, since it was launched more than 10 years ago aiming to establish its position as the "leading business partner" for its clients.

Ailsa Lochrie, Marketing Director of Mindshare Worldwide, said: "We took this opportunity to reinvigorate our company identity internally and externally. Mindshare has constantly reinvented itself and offered the best and most relevant service to our clients. This new identity heralds our next stage of growth as a new model agency, one that acts as a marketing spine to our clients' businesses, focusing on partnerships, consumer exchanges as well as collaborations."

Dominic Proctor, CEO of Mindshare Worldwide, said: "When we launched we wanted to be the agency of the future. After 10 years, that objective is even stronger than ever. This has been the result of input from our offices worldwide and reflects the consistency of our global network."

Samir Ayoub, CEO of the Mena region, said: "We are very excited about the new branding and restructuring, which will reflect positively on our clients' business. Traditional media planning and buying is history, we need to continually innovate."

Elaborating on the importance of the rebranding, Elie Haber, Managing Director, Mindshare UAE, said: "Mindshare is undergoing a total restructuring that will introduce more focused, more integrated practice. This international restructure will extend to the regional and local level as well, where demand for further involvement in business planning is starting to emerge. Our new structure will include a new division designated for business planning, which will allow deep involvement in the brand and close partnership with the client."

Haber said: "Our team members will employ their diverse spectrum of expertise headed by business leadership, including business planning, invention and exchange, which involves implementation, planning and media buying."

Mindshare is a global marketing and media services network with billings in excess of $23 billion (Dh84bn). The network comprises 97 offices in 67 countries throughout the US, Latin America, Europe, Middle East and Asia Pacific.

The network's branding retains the signature colour purple, which was established at its inception from the merger of JWT and Ogilvy and Mather media departments in 1997. But it includes a fresh brandmark and visual identity.

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