Pandora, the Danish jewelry company, has selected GroupM's Mindshare as its media agency of record in North America.
Maxus previously handled the business, but over the summer GroupM announced Maxus and MEC would combine as Wavemaker. MEC handles media for Tiffany & Co., so GroupM sibling agency Mindshare pitched for the business.
"We look forward to developing exciting partnerships to support our expanding jewelry offerings and seasonal collection drops," Charlotte Watson, VP of Marketing for Pandora U.S., said in a statement. "Mindshare joins our continued partners Grey and Cohn & Wolfe within the WPP network of agencies."
Pandora A/S has received recent criticism from analysts, who cited a lack of transparency and said the company's sales development was hard to predict based on its public communications, according to Bloomberg. But the jewelry company seemed to signal a new emphasis on communications when it announced the hire of a new head of communications last week. That position had been vacant since August.
Pandora A/S spent an estimated $59.2 million in measured media in the U.S. in 2016, according to Kantar Media.