WPP folds Neo@Ogilvy into Mindshare

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Neo chief executive Nasreen Madhany will join Mindshare's leadership team
Neo chief executive Nasreen Madhany will join Mindshare's leadership team

Neo@Ogilvy, Ogilvy's media agency and performance arm, will become part of the newly-formed Mindshare Performance Group.

Neo@Ogilvy's management will join Mindshare's FAST (Future Adaptive Specialist Team) leadership as part of the Mindshare Performance Group, starting on 17 June.

Nasreen Madhany, global chief executive of Neo, and Bradley Rogers, global chief operating officer of Neo, will join the Mindshare leadership team in addition to continuing in their existing roles.

The merger follows that of Maxus and MEC and reflects WPP chief executive Sir Martin Sorrell's desire to make the group less complicated

A statement posted on Mindshare's website said the merger of Neo and FAST would accelerate "horizontal collaboration"; enable Neo to grow bigger and faster thanks to access to Group M's resources; strengthen Ogilvy’s brand positioning and value to clients; and add to Mindshare’s existing performance capabilities held in its FAST units.

"The combination of Neo and FAST fuels our ambition to create a pre-eminent and consistent digital, data, distribution and content spine for clients by investing further in these outcome-based capabilities," Nick Emery, global chief executive of Mindshare, said.

John Seifert, worldwide chairman and chief executive of Ogilvy, added that the embedding of Neo into Mindshare will "best serve our client-centric strategy and the the ongoing enterprise transformation across WPP."