The GroupM agency Mindshare is celebrating its 20th anniversary this week, having opened its doors on July 1st 1999.
Since then, the agency has worked with some of the biggest brands across the agency landscape and has tirelessly worked to repeatedly bring innovative, and future-facing campaigns to the likes of Bord Gáis Energy, Enterprise Ireland, Fáilte Ireland and Woodies.
According to Ken Nolan, Mindshare’s Chief Operating Officer: “It is important this week we acknowledge this great milestone, that we recognise the great clients, the amazing people and incredible media partners that have made the first twenty years so special. Every aspect of human life has, and continues to be, transformed by changes in media. Mindshare will continue to ensure that the audience is our number one client, our north star in a world that moves at the speed of culture.”
The company kicked off the celebration this week with two significant events including the publication of a unique study into the lives of over 300 young Irish people, specifically delving into their media habits, advertising influences and opinions on brands.
The findings of the “Kids these Days” research give an important perspective on how media is being consumed by teenagers today and shaping what we might see in the future. Conducted by the agency’s Audiences & Insights team, this study represents the first of its kind in Ireland.
Then on Thursday, July 4th, coinciding with the companies 20th celebrations, Jim Cridlin, Mindshare’s Global Head of Innovation, is presented “Always Open – the Future of Commerce” to the Irish team.
“Always Open takes a deep look at what the future of commerce might look like and what trends we see today that we believe will shape and lead to that future. This film seeks to answer these questions as well as showing how Mindshare is addressing these opportunities for our clients,” says Nolan.
Despite all media agencies facing ongoing challenges, decline of traditional ‘big brands’ ad spends, in-housing or direct buys, Mindshare is still growing year on year, says Nolan.
“We are growing because we embrace change. Our agency model is robust because we are not afraid to embrace change. Our agency floor is constantly evolving. As market leaders we need to ensure for both our clients (existing and new) and our people (existing and new), that we are constantly challenging the status quo. We need to adapt to each advertiser’s needs. We need to retain that start-up mentality; that disruptive ethos that has driven our business so successfully for the past twenty years and bring it into the future. Our brand values of speed, teamwork and provocation are interwoven into the culture of the business,” he concludes.