• by Steve McClellan  @mp_mcclellan, June 19, 2017

Mindshare, the GroupM agency, has absorbed sibling Ogilvy unit Neo, which becomes part of Mindshare’s newly formed Performance Group, the agencies have confirmed. The new unit also houses an operation called FAST (Future Adaptive Specialist Team) which focuses on marketing via addressable channels.

For GroupM it’s the second big agency restructuring move in recent weeks, following its decision to fold Maxus into sibling media agency MEC.

Neo was formed in 2006 as a digital media unit of Ogilvy.

According to the agencies, moving Neo to Mindshare will help improve collaboration between Mindshare and Ogilvy and accelerate Neo’s growth.

Neo’s management will join the new Performance Group.  And Nasreen Madhany, Global CEO, Neo and Bradley Rogers, Global Chief Operating Officer, Neo, will join the Mindshare leadership team in addition to continuing in their existing roles.

Nick Emery, Global CEO Mindshare stated: "The combination of Neo and FAST fuels our ambition to create a pre-eminent and consistent digital, data, distribution and content spine for clients by investing further in these outcome-based capabilities. We look forward to welcoming Neo into Mindshare for the benefit of our clients."