Mindshare’s floor-to-ceiling windows overlook an area that’s in contention for the most polluted in London, as black cabs and double-decker buses cough out diesel fumes below.
The GroupM agency operates in something of an eco haven, though. Since moving into Italian architect Renzo Piano’s mammoth Central Saint Giles development in 2011, Mindshare has made a marked commitment to sustainability. Across its two floors, the 490 employees at Mindshare U.K. and Mindshare Worldwide flush the toilets with the capital’s bountiful supply of rainwater, which is collected from the building’s planted roof terraces.
In the colder months, 80 percent of the office’s heat and hot water comes from bio-mass boilers that run on forestry offcuts from sustainably planted trees. The cafeteria’s coffee cups are all recycled, while staff get a discount for bringing their own mugs. And there are no general trash cans, so staff have no choice but to sort and recycle.
“More companies are thinking about this stuff now,” said Mindshare’s U.K. CEO, Helen McRae. “Ten to 15 years ago, it was niche. Now, it’s odd if you don’t have an environmental policy.”
Cost-cutting is an obvious plus point for an agency this size. “It’s about lots of small things adding up,” McRae said. But as the agency world jostles in the intensifying talent crunch, environmentalism is a differentiator too.
Mindshare is hoping its green ethos can persuade candidates to ditch its rivals. “Environmental credentials are really important for millennials and the people we are trying to recruit,” McRae added.
Next month, Mindshare will host its annual Huddle event, which sees the agency open its doors to a flood of speakers, new-fangled tech and balloon-filled rooms.
This time, its theme is around “good”: what that means for clients and also for the agency itself. This encompasses diversity and social purpose but also what it means to deliver useful experiences for consumers in a challenging media environment.
“Behind every programmatic ad and YouTube video is a human being,” McRae said. “It’s not about a t-shirt following you through the internet but using those tools in a way that delivers human benefit.”
At its “villages,” which are named after oases like Emerald City, staff are never more than 10 meters from a communal area. “We encourage our staff to get out there, to have an opinion and to be starting a debate,” McRae said.
“No one wants to come and work in a morgue. I say to our grads, media is the coolest place to work: It’s constantly changing and never boring. It has to be fun.”
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."