Invention is the hub of Mindshare’s creative thinking and output, with a focus on creating and leading cross agency communication platforms. It is responsible for digital content, programming, sponsorship and planning. Agency founders George Michaelides, Graham Bednash and managing partner Paul O’Neill will be responsible for further developing Invention and embedding their approach and philosophy into the group.
They will work closely with global digital leader Norm Johnston, worldwide sponsorship head Sean Jefferson and regional content chiefs David Lang, Simon Andrews and Simon Willis. The architects of the incorporation of Michaelides & Bednash into the Invention are Mindshare’s Nick Emery and Marco Rimini. All Michaelides & Bednash staff will now transfer to Mindshare to work within the Invention group. Michaelides & Bednash will no longer continue to operate as an agency.
In a joint statement George and Graham said: ‘We’ve always been pioneers. Now it’s time for us to pioneer again. The opportunities at Invention are immense. It means we can play on a much bigger canvas and fulfil the talent and ambitions of ourselves and our people on a global scale. Mindshare are hungry for change and we share the same vision of the future. It’s a perfect match.’
Mindshare’s Nick Emery said: “We already have outstanding creative talent and bringing in M&B continues our investment in a broad range of modern skills that we’ve been making to create the new model agency. To be the best in the world, Invention needs the best thinking and ideas. That’s why George, Graham and Paul and their team are key to Invention’s future. We’re thrilled they’ve decided to join us and work alongside our market leading, creative, digital and content talent.”
Phil Teeman, head of Mindshare’s Team Unilever, said: “Graham and George already have a long history of working with Unilever and that experience and expertise will be invaluable as we focus on driving innovative, breakthrough strategy across their portfolio of global brands”
George Michaelides and Graham Bednash are widely acknowledged as industry pioneers who influenced the changing role of media across the advertising business. The agency bearing their name fused media thinking and creative ideas and raised the bar for media’s role within the communications process. Their work has spanned a range of clients including Unilever, Pepsi, Penguin Books, GSK and Channel 4.
In April this year, Mindshare announced a full global restructure of the agency with the intention of becoming its clients’ ‘lead business partner’. The ongoing restructure is meant to simplify the agency’s offering to clients taking the structure from more than a dozen specialist units to four: Client Leadership; Business Planning; Invention and The Exchange, Mindshare’s new trading arm.