MINDSHARE (contender)

Revamps research, insights, other units as Entertainment hits stride

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Mindshare gained several large and midsize clients (consolidated Sprint/Nextel, Kmart, Six Flags Theme Parks, Wm. Wrigley Jr. Co.) and grew with longtime partner Unilever. It suffered one loss (Delta Air Lines).

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.
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