MindShare trains mobile experts

 In mobile

I caught this story in New Media Age, and thought it worth repeating.

I know Claire from MindShare, she is lovely – and I rate her as one of the agency side people who really “get” mobile.  MindShare are in good hands if she is behind this initiative.  The story from NMA is below.

Media agency MindShare has begun training a series of ‘mobile champions’ to work across its digital media teams.

The eight staff, selected from MindShare’s digital planning and creative departments, are tasked with raising their mobile expertise to ensure the agency can respond to clients’ increasing desire for mobile.

The agency has opted to promote widespread awareness of mobile ad opportunities across the business rather than appoint a single mobile expert or department, a system

implemented by rival media groups such as Isobar, which has dedicated mobile division Marvellous.

The internal skills boost, led by head of digital exchange Claire Valoti, has implemented a renewed mobile push, following a trial, in response to client demand.

Valoti said, “Across the digital part of MindShare, we’ve assigned people an expanded role to include mobile. A lot of times when we get briefed one mobile expert might not get exposed to the project. So if mobile is closely integrated in a team with transferrable skills, we can easily identify new opportunities.”

MindShare works closely with WPP sister agency Joule, formerly Kinetic Mobile, to deliver its latest round of training and campaign delivery.

The agency has a string of clients that have booked mobile ads, including Ford, Nike and Unilever.

London Calling Comment: Full marks to MindShare and Claire for embarking on this – let’s hope more agencies take note.

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Based in London, Practical Futurist and former Global Managing Partner at IBM, Andrew Grill is a popular and sought-after presenter and commentator on issues around digital disruption, workplace of the future and new technologies such as blockchain. Andrew is a multiple TEDx and International Keynote Speaker.