The US westward migration continues at the global media agency Mindshare as its west coast region caps off a second consecutive year of accelerated growth with its Los Angeles staff increasing by 33%, marked by a fourfold expansion of its analytics team.
With a new office last year in the Silicon Beach area, the hub of LA's tech and startup community and in San Francisco, the growth also means top talent is migrating too. Cheryl Idell joined as west coast lead in July, coming from Nielsen. Additionally, Eric Geiger, who joined from Horizon Media, as executive director to lead the agency's work with Lionsgate, and Scott Wensman, who joined from Team One, as managing director to oversee other LA clients such as Nordstrom, Campari, Nature Made, ARCO, and more.
The company also announced today that Marisa Skolnick, director of digital investment at Mindshare, was recently awarded VentureFuel's Visionary of the Year award among a pool of the most innovative minds in advertising. The visionary group is comprised of executives from Netflix, USA Networks, Microsoft and who honor the most innovative executives in digital media—leaders who are actively shaping the industry.
Last week, Mindshare's LA office hosted its second annual #Future33 event, bringing together 33 West Coast partners to create customized opportunities for Mindshare NA clients. Partners at this year's event ranged from BuzzFeed to Snapchat to Vice and more. And last year's event resulted in media campaign firsts with Spotify and other digital leaders.
This too comes on the heels of another big event in LA—Mindshare NA recently held its first-ever West Coast Mindshare Huddle, an 'unconference' that brought together advanced tech demos, live music, and presentations from artists, chefs, industry luminaries, and more.
Diana Gordon, senior partner at Mindshare North America and director of Shop+, the agency’s commerce division, said in an earlier interview, "The approach we take is to create a holistic brand-to-demand view of our clients’ businesses. That allows us to show our clients how connected communications that speak to the consumer across all the different phases of their journey can deliver against both their short-term and long-term business goals."
As a global company, MindShare is also focusing on itsFuture Adaptive Specialist Team (FAST), a global operation that consults clients on data and data-led technologies, is becoming a key focus for its Asia Pacific operations because of the complexities its clients face in such a diverse region.