Nick Emery: Founder & CEO of Mindshare

My NativeAdVice:


Nick co-founded Mindshare in 1997. He has been working in the global media arena for 25 years. Nick's history is as a planner, but he has worked across markets and in all aspects of the media business. Mindshare replaced playing in bands with strange names and it has remained his obsession. Mindshare, marriage, two children and a dog is all he has time for.

How did you get into the Advertising industry? 

By accident, like most people at the time who had a big mouth and a mostly useless arts degree I ended up in advertising. Selling space at first and I quickly moved agency side.

Tell us about Mindshare. What inspired the idea and what is your vision for the company?  

We created Mindshare to be first agency designed for global clients. At the time all media agencies were focused on media as a commodity and were called ‘optimise’ this or ‘maximise’ that. We aimed to be different, a truly global agency which recognised the wider role of media in the life of the consumer and the brand.  We launched the company in Asia and are very proud of our Asian heritage – it was Asia that recognised our potential while the West still stuck to its outdated model. We are also equally proud that Mindshare was the first company that WPP created. The desire to change, break the mould and lead has always driven us but to do so collaboratively which is why we called ourselves Mindshare; to be open source before open source was invented and to work across borders, with our clients and with media owners to create new solutions which drive our clients’ business.

What strategic partnerships/marketing strategies have you implemented that have attributed to Mindshare's success?  

Our reputation is based on the work we do for our clients.  As such 2015 was a pretty good year in terms of recognition, which is in turn our marketing – we won the Grand Prix at Cannes as part of Vodafone Team Red; two of the three global EFFIEs, with 45 globally in total; we were the global Mobile Agency of the Year for the MMA, Campaign Network of the Year for Asia and Social Agency of the Year in North America.

What industry trends are you noticing and how do you capitalize on them?

The biggest theme is the marriage of brand marketing and performance marketing – how do you blend awareness driving upper funnel activity with the opportunity to turn media into digital shelf space which drives sales. The answer is to fuse channel planning with individual and addressable audience planning. To capitalise on this we have created both a new adaptive communications planning product called Planning for Agility connected with our FAST (Future Adaptive Specialist Team) product, which puts together all outcome based media. The need for quick turn around adaptive content which this world of ‘real time actions based on real time insights’ requires is met by our global content division, Content + which creates dynamic addressable content. A whole host of other initiatives such as Shop+ and Life+ address the mobile and e-commerce worlds and the opportunities from biometrics and wearables.

Life Motto?

Create new things and have fun doing it

Your greatest success as Founder/CEO of Mindshare?

Mindshare is a team sport and team success, we win together.

Your advice to an aspiring entrepreneur?

Follow our values – Speed, Teamwork and Provocation.

Describe the ideal experience using Mindshare.

Mould-breaking ideas based on real time data that breaks the bank with sales.

How do you motivate your employees? 

Hopefully by giving them the right opportunities and believing in them.

What's next for Mindshare? 

More of the same but faster.