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WPP’s Mindshare intensifies equality fight with pan-office celebration

WPP owned Mindshare has redoubled its push for gender equality by dedicating an annual celebration across its office estate toward bringing both sexes toward equivalence.

All 87 global studios took part in the day long project which saw staff challenged by Mindshare North America chief strategy officer Cindy Gustafson to ‘advance gender equality through the lens of a brand’.

Clients including Unilever, General Mills and Nordstrom were approached for the brief with each office presenting its own gender equality brand concept to a panel of judges at the end of the day.

Within 48 hours a winner will be selected from each region before a global judging panel of executives deliberate as to which idea has the best prospect of effecting change.

Gustafson commented: "We look at this as a kickoff to how we want to think about our efforts moving forward," stressing that the day of action was "not just a one-and-done thing."

Mindshare's gender equality remit fits with parent WPP’s partnership with the UN last summer to advance gender equality around the globe after the organisation was criticised for choosing Wonder Woman as an ambassador.

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