MARKETING MIX: MindShare hires some big names for media tasks

So now we know how MindShare pulls off media coups such as its pounds 60m Boots business and the pounds 60m pan-European media account Nike account. The global media agency goes straight to the top when it comes to recruiting talent for its house of media.

At a briefing to journalists last week, MindShare Worldwide new business and marketing director Kirk McPherson revealed that the WPP global staff directory includes some famous names.

Among its 3200 media professionals is a US presidents - Kennedy, as well as a Sinatra. The agency also appears to have called on the talents of The X-Files investigators to prevent accounts disappearing into the ether - both Mulder and Scully appear in the staff list.

The magical powers of Peter Pan have also been hired, presumably to help with all those kids' accounts such as Nestle Rowntree and Mattel.

Marketing has no explanation for the strategy behind recruiting the 28 Wangs, the Goldberg, Golheim, Goldstein and Goldfuss, or the two Hongs and two Kongs, who also appear on the payroll. But any company which can boast of a Doungkamon Lertruedeewattanawong or a Serene Thong in its midst must have something going for it.


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