The agency, whose North American CEO Marc Goldstein was just promoted to CEO North America of GroupM with Scott Neslund set to take his place, reorganized three key areas-media research, insights and advanced techniques (a global return-on-investment consulting unit)-into separate units.
Mindshare also brought the digital and direct media-buying and planning business formerly under WPP's mOne into its fold. Entertainment, led by David Lang in the U.S., hit its stride, developing a series of webisodes starring "Desperate Housewives' " Felicity Huffman to push Dove Calming Night and a one-hour TV-news-expose spoof, "Exposing the Order of the Serpentine," to promote sales of Unilever's Axe Snake Peel.
Mindshare's thinking sparkled in work for Burger King, when it drove 18 to 34-year-old males to the BK King's profile on MySpace.com, where users could download content and participate in a fast-food promotion. In the promo's initial weeks, the page received 410,000 page views and 350 content downloads were made.