Designed to enable greater collaboration between Ogilvy and Mindshare the move will see Neo’s management team enmeshed within the new group including Global CEO Nasreen Madhany and global chief operating officer Bradley Rogers who will join Mindshare’s leadership while retaining their existing roles.
By combining strengths it is hoped output will allow Mindshare to improve the marketing offer of its Future Adaptive Specialist Team (FAST) units.
Nick Emery, global CEO Mindshare said: ‘The combination of Neo and FAST fuels our ambition to create a pre-eminent and consistent digital, data, distribution and content spine for clients by investing further in these outcome-based capabilities. We look forward to welcoming Neo into Mindshare for the benefit of our clients.’
John Seifert, WW Chairman and CEO, Ogilvy, said: “The vision of creating Neo was inspired over a decade ago as we saw – before most of our competitors – a media landscape that would become increasingly digital and performance driven in planning, delivery, and business accountability. In a rapidly changing client and media industry environment, Nasreen and I believe that embedding Neo under Mindshare management will best serve our client-centric strategy and the ongoing enterprise transformation across WPP.'
FAST was conceived two years ago in a response to client demand for more outcome based solutions in the wake of a digital explosion and has become a key focus of its Asia-Pacific operation.