WPP's Mindshare has unveiled a new service for clients that need a plan and need it now.
It’s called Mindshare 24, and is designed to deliver a media plan with 24 hours of receiving a brief -- or your money back. If the ideas don’t impress, there is no fee to the client.
Clients first submit a brief in a specially designed format that clearly states the challenges, objectives and any specialist information required.
An agency team works with The Loop, the firm's adaptive marketing engine, to turn real-time data into insights that will hopefully fuel the creativity needed to come up with a workable plan.
The brief is tackled by global team members, pulling in people and partners across the network as required.
"Communications planning is generally boring when all it does is follow three phases and then offers thirty pages of analysis and only one page of ideas," says an agency spokesperson. "Mindshare 24 turns that on its head--– it’s data and rooted in a brief but first and foremost it’s about speed, gut” and ingenuity.
Mindshare beta tested the approach on projects Amnesty International and ENACTUS -- an organization that brings together entrepreneurs, business, academics and students -- to use their skills to tackle the United Nation’s 17 Sustainable Development Goals (SDGs).
After these test projects, Mindshare 24 is being rolled out for all clients with key hubs in London, Amsterdam, Johannesburg, Singapore, Shanghai, Sydney, Portland and New York.
“Any brand that is interested in quick and powerful ideas anywhere in the world should call us or even just send an email, go to bed, and then wake up with a world-changing idea," says Nick Emery, global chief executive officer, Mindshare. "It’s the creative antidote to a ‘tech is the only solution’ view of our world that is pervasive."