MARKETING MIX: MindShare's big purple patch

What's in a name? Well, quite a lot if you're media agency

MindShare which seems to go out of its way to fill its global network

with media execs boasting famous and funny names.

Conspiracy theorists and X-Files fans may recall that Kennedys, Mulders

and Scullys all feature on MindShare's payroll. This year, gangsta

rappers and department store Santas will be interested to know that the

3500-strong powerhouse has added seven Hos.

The agency has even hired one Winkee Biddle and a Pisit Nuttee. The

company also employs one Peter Pan, who is undoubtedly helpful with

brands such as Mattel, and includes 28 Wangs, two Hongs and two Kongs, a

Serene Thong and a Doungkamon Lertruedeewattanawong. Try running that

through your spell-checker.

MindShare also claims to be the world's only colour-branded media

company, and uses purple with an abandon that would impress The Artist

Once and Again Known as Prince.

In Japan, staff cruise to meetings in a purple Ford. The Netherlands

office is graced with the fragrance of purple tulips. The Aussie outpost

specialises in purple biscuits, while the US offices have been known to

hawk purple popcorn.

Clients seem to be warming to the hue. Kimberly-Clark recently made a

foray into fashion when it presented the firm with purple latex


No doubt they'll be strutting down a catwalk near you in next year's

spring collections.


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