• by Steve McClellan  @mp_mcclellan, June 18, 2013

Mindshare, part of WPP's GroupM, has tapped digital marketing veteran Amy Elkins to be managing director, digital, for the company’s West Coast operations.

Job one for Elkins will be focusing on the shop’s recently won Lionsgate media planning and buying assignment. Mindshare won that assignment in February after a formal review. The client spends more than $400 million annually on measured media, according to Kantar. The account also includes the Summit Entertainment business, which Lionsgate acquired last year.

In addition to overseeing the movie studio account, Elkins will also provide guidance across the agency’s other West Coast digital accounts, per the agency.

Elkins joins Mindshare with over 15 years of digital, brand strategy and social media experience with an emphasis in entertainment.

“Amy brings a unique combination of studio, agency, and entrepreneurial experience that makes her ideally suited for this role,” stated Lee Doyle, president, client development, Mindshare. “Throughout her career, she has overseen many innovative campaigns that have connected with consumers and generated solid results at the box office.”

The appointment marks Elkins’ return to the GroupM fold. She oversaw the digital portion of the Paramount Pictures account for MEC for about a year and a half through September of last year. Between then and now, she was executive vice president, strategy and advertising at Moviepilot, a startup movie fan-focused blogger network.

Prior to MEC, Elkins was senior vice president brand strategy and digital marketing at the MGM Studio from 1999 to 2009.

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