MindShare nets £5m new business

MindShare has secured £5m worth of new business wins, including a major TV ad campaign for Korean consumer electronics company LG Electronics.

The agency has also been awarded the media planning and buying for National Geographic’s cable and satellite station, National Geographic TV; while its new media arm MindShare Digital has been awarded the campaign for Elida Fabergé’s body spray Impulse and online broker DLJ Direct.

MindShare will plan and buy the first major piece of marketing activity for Korean giant LG Electronics as it attempts to establish itself as a significant mass-market UK player.

The company, which embarked on a global rebranding programme three years ago, has changed its name from GoldStar. It sells televisions, videos, hi-fis and white goods such as dishwashers and microwaves.

The campaign for National Geographic TV will involve satellite TV, national press, radio and online work. It will promote a new programme called “The Explorer’s Journal” and was created by Ogilvy One, which pitched with MindShare.

MindShare UK chief executive Mandy Pooler says: “We are now in a position to offer clients media-neutral advice, backed by the kind of size that allows us to get the best deals in the market.”

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