Mindshare promises 24-hour campaign delivery with ‘fast service’

GroupM’s Mindshare has launched a 24-hour campaign delivery service, which pledges to turn around short, tactical briefs in the space of a day.

The division, dubbed ‘Mindshare 24’, will be made up of 15 people from across the global network, including in the markets of Shanghai and Singapore, and will focus on short-term, tactical projects.

According to the agency, the idea behind Mindshare 24 stems from “challenging the usual comms planning processes that have three stages, take weeks and only then get to ideas”.

“The aim is to put energy and excitement back into planning,” a Mindshare statement added. “Comms planning is generally boring when all it does is follow three phases and then offers thirty pages of analysis and only one page of ideas. Mindshare 24 turns that on its head – it’s data and rooted in a brief but first and foremost it’s about speed, gut and native genius.”

Other hubs will be based in London, Amsterdam, Johannesburg, Sydney, Portland and New York.

The agency piloted Mindshare 24 with the charities Amnesty International and Enactus. For the former, Mindshare 24 created 21 ideas, with three being executed on behalf of the brand.

Mindshare global CEO Nick Emery said: “Any brand that is interested in quick and powerful ideas anywhere in the world should call us or even just send an email, go to bed, and then wake up with a world-changing idea. Traditional comms planning is dead and the days of tease, excite, reveal are over.

“Mindshare 24 is fast and fun and that is why we are doing it – it’s the creative antidote to a ‘tech is the only solution’ view of our world that is pervasive. Mindshare has always been about speed, teamwork and provocation and Mindshare 24 is a natural extension of that for a world that moves at the speed of culture.”


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