Arvind Hickman
Dec 16, 2021

Mindshare splits 'mind' and 'share' as part of brand refresh

The GroupM agency says new brand ID is 'next step in its transformation'

Mindshare's new corporate image
Mindshare's new corporate image

Mindshare has rebranded its corporate identity, which includes separating the words "mind" and "share" that it believes will better represent its "accelerated good growth" brand positioning.

It’s one of three iterations of its new branding: the official corporate logo with a new font and colour palette; a split logo that separates "Mind" and "Share" into two words and “introduces content in-between text, pictures and video in order to tell a story”; and a "logo frame" that borders content.

Design agency NB Studio worked on the rebranding of Mindshare.

WPP-owned Mindshare said the new system has been “created to put Mindshare into the heart of the conversation taking place instead of it being a logo ‘stamp’ found on the back or on the bottom of a communication just to indicate who it is from”.

Mindshare UK chief executive Jem Lloyd-Williams told Campaign that the rebrand “modernises our branding; makes us feel more approachable and human in the way we come across to consumers, clients and, importantly, with our internal teams”.

Greg Brooks, Mindshare’s global chief marketing and culture officer, who has driven the project, said: “Our identity now puts our name in the heart of the conversation. It means we can connect more easily and more authentically with every client, person or topic in different and unique ways, enabling us to better communicate our approach to media services.”

Mindshare global chief executive Adam Gerhart added: “The brand identify refresh aligns the Mindshare brand with the strategic direction we communicated earlier this year and is the latest step in our own business transformation. 

“Our integrated, client partnership-focused approach to delivering media services for the transformation age demands an identity that is more flexible. I am excited that we now have a brand identity in place which supports our strategy and our purpose of 'Accelerating Good Growth'.”

WPP set up Mindshare in 1997 when it was formed through the merger of the media departments of Ogilvy and JWT. Clients include Nike and Unilever.

(This article first appeared on CampaignLive.co.uk)

Source:
Campaign India

Related Articles

Just Published

2 hours ago

CTV’s growing pains: Big spend, bigger blind spots

As connected TV becomes a media mainstay, marketers face a sharp paradox—rising ROI hopes, but murky metrics and mounting fraud risks.

2 hours ago

LinkedIn’s BrandLink bets on resonance over reach

Video may be B2B’s new darling, but LinkedIn’s BrandLink is selling context, not cheap clicks—marketers and publishers take note.

7 hours ago

Mystic Monk plots global leap with asset-light model

The independent ad agency is targeting the USA and UAE markets with a registered US business and planned Dubai office.

2 days ago

India’s six-pack makes Cannes Lions shortlist jury cut

This year’s Shortlisting Jury panel includes industry expert representations from 79 country-markets across various categories.