The New Nation - Internet Edition

Business Report

Mindshare, the global marketing and media network, yesterday unveiled a comprehensive worldwide re-brand of its corporate identity in aim to become client 'lead business partner'.

The redesign, developed in partnership with branding agency Moving Brands, coincides with the WPP agency's ongoing global restructure announced earlier this year - its first since launching.

The network's branding retains the signature colour purple, which was established at its inception from the merger of JWT and Ogilvy & Mather media departments in 1997, but includes a complete refresh of the agency's brand mark and visual identity.

The bespoke word mark shows Mindshare in upper case [as shown above]. When written in prose Mindshare no longer has the upper case "S" previously used - hence the company's name will now be written Mindshare and not MindShare.

In visual form on the printed page, this will represent the agency's new simplified approach, re-engineering its structure from more than a dozen separate specialist departments to four integrated, collaborative groups: Client Leadership, Business Planning, Invention and The Exchange.

The bold new brand mark expresses Mindshare's progressive attitude to new technology and the connected way in which the network views the media landscape.

Ailsa Lochrie, Mindshare Worldwide marketing director, said: "As part of Mindshare's drive to constantly reinvent itself and offer the best and most relevant service to our clients and as part of the ongoing network wide restructure we took this opportunity to reinvigorate our company identity both internally and externally.

"This new identity heralds our next stage of growth as a new model agency, one that acts as a marketing spine to our client's business, focusing on partnerships, consumer exchanges and collaborations."

In Bangladesh, brand Mindshare and other GroupM media companies belong to the Asiatic Communications group. Marking this occasion their chairperson Aly Zaker said: "This re-branding would reflect a change that would augment a greater value to the client's business needs and the company's objective of furthering the cause of total communication in the ever changing business environment in Bangladesh."