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Startups Mindshare Innovation

Mindshare UK launches Grow@Mindshare incubator to work with startups

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By Rebecca Stewart, Trends Editor

August 19, 2016 | 3 min read

WPP-owned agency Mindshare UK has launched an innovation incubator designed to help startups and businesses at the "early stages of marketing".

Mindshare innovation startup hub

Mindshare has opened Growth to help startups / Mindshare innovation startup hub

Grow@Mindshare will take advantage of the agency's specialties, connections and media buying capabilities to offer a more "agile, lean and faster," service according to the firm.

The team will be led by Joanna Lyall, chief commercial officer, Alan Weetch, client partner, and Ruth Zohrer, head of programmatic marketing.

Grow has already been working with recipe box service Gousto, and Picasso Labs, a data-driven creative tech outfit.

The offering will work with new digital enterprises, startups and businesses on a client-by-client basis. For startups it will work with businesses from Series A funding onwards.

The new team will give businesses access to Mindshare’s audience insights and research, and clients will be able to tap into the wider WPP network, as well as Mindshare’s cross-channel media buying flexibility.

Helen McRae, chief executive at Mindshare UK, said: "We firmly believe that one-size-doesn’t-fit all, and this move lets us take our considerable expertise in media buying and audience insight into new, high-growth areas which will hugely benefit from having access to our top talent, and partner network.

"Launching Grow@Mindshare means that we will now be more attractive to some of the most exciting startups across the globe," she finished.

The move comes at a time when the wider industry is facing some challenges when it comes to investing in innovation hubs, on the basis that they are set up currently to make money from ads, not entrepreneurial thinking.

Earlier this months Ogilvy Labs shut its doors, with the firm's UK chief executive telling staff the company needed to be "be better and faster at making work," to best serve clients following the closure.

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