WPP fills global media ambition

MindShare, the new WPP joint venture media company, claims it will be the world’s first truly global media brand.

MindShare, the new WPP joint venture media company, claims it will

be the world’s first truly global media brand.



The agency, which opens it doors in the UK in the first quarter of 1998,

will roll out to other European markets, Asia Pacific and Latin America

during the year. In the US, the existing media coalition between JWT and

Ogilvy & Mather, called The Alliance, is to rebrand.



In Europe, JWT’s volume media buying agreement with Omnicom, known as

The Media Partnership, will wind down as MindShare grows.



MindShare claims it will be one of a new generation of media

specialists, offering not only traditional media, but also interactive

media, sponsorship, event management, barter, programming and

syndication.



It will develop proprietary media research as well as working with WPP

Group companies such as The Henley Centre.



According to its chief operating officer, Dominic Proctor, MindShare

could become the world’s biggest media company. It will have global

billings of pounds 9bn, of which nearly pounds 400m are UK billings.



In the UK the merger throws up few serious client clashes, with the

possible exception of Guinness and Bulmers.



Initially, MindShare will concentrate on bedding down key clients such

as Guinness, Kellogg and IBM. But if it is to expand its business

significantly it must also pull in third-party media business.



High on its hit list will be the media accounts for clients that are

already serviced creatively by O&M and JWT. These include Kraft Jacobs

Suchard, which spends pounds 24m and is currently at Zenith Media;

Unilever, which spends pounds 200m through Initiative Media; and

Barclays, which spends pounds 25m at MediaVest. Within two years,

insiders say the ratio of third-party to referred business should reach

25:75.



Proctor said: ’My brief from Martin Sorrell (WPP Group’s chief

executive), is to build a global media brand. Our core strategy will be

to look at media in a much broader way. We don’t want to follow a

conventional pattern, but offer clients a bespoke service.’



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