• Adweek, Thursday, September 25, 2008 11 AM

WPP Group's Mindshare was restructured in April; five months later, it is implementing a global rebranding effort to support its new identity. For starters, about a dozen of the agency's North American senior executives are giving up their formal job titles.

"Relinquishing our titles signifies the breakdown of silos and a new spirit of openness and equanimity throughout the upper ranks of our agency," says Mindshare executive Scott Neslund, formerly CEO. "This new identity heralds our next stage of growth as a new model agency, one that focuses on partnerships, consumer exchanges and collaborations."

The updated brand uses a new custom-made word mark and symbol, and the name no longer uses an uppercase "S" in the middle of the word.

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