According to Adelman, his core mission is to give existing and potential clients at least three good reasons why MindShare is right for them.
"We've got the best consumer insights; the strongest communication strategy across traditional, digital, and emerging media platforms; and unprecedented marketplace advantage," Adelman said, adding: "There are more, but I'm just getting settled."
At J&J for six years, Adelman was most recently responsible for increasing the marketer's digital marketing efforts and introducing the communications planning processes to the marketer's over-the-counter medicines, pharmaceuticals, and medical devices businesses.
Regarding the agency's digital efforts, Adelman said: "It's time to redouble our efforts at integration. There are still too many people in this industry who see digital as 'outside,' or 'other.'"
Before joining J&J in 2001, Adelman led the emerging media practice at MediaEdge, a MindShare sister agency under the GroupM banner, and later rechristened Mediaedge:cia. There, he launched interactive TV ad tests--groundbreaking at the time--with major national clients including Sears, GSK, and TD Waterhouse.
MindShare, one of GroupM's media services units, presently has billings in excess of $21.4 billion. Its network consists of 96 offices in 66 countries throughout the U.S., Latin America, Europe, the Middle East, and Asia-Pacific.