MindShare

What MindShare does

Mindshare is a global media agency network founded in 1997 and headquartered in London, UK. It operates as a wholly-owned subsidiary of WPP plc, sitting within the WPP Media structure (formerly GroupM) alongside sister agencies Wavemaker and EssenceMediacom. The agency employs approximately 10,000 people across 116 offices in 86 countries and serves enterprise clients including Unilever, Ford, IBM, Booking.com, Deutsche Telekom, KPN, Volvo, Nestle, General Mills, Lufthansa, IHG, Rolex, SBI Life, Tyson, and Discover Financial Services.

Mindshare's core technology is the Precisely Human Intelligence (PHI) suite of machine learning products, comprising PHI Culture, PHI Platform, PHI Commerce, and PHI Media, built on the Audience Origin first-party consumer data spine covering 74 markets. Adjacent proprietary tools include Impact Zoom (ML-based creative measurement, built with Meta), Neurolab (medical-grade neurological response measurement), Data Ethics Compass, Carbon Calculators, and Inclusion PMPs. Under the 'Good Growth' philosophy, the agency's AI capabilities are applied to generative content (e.g., Deutsche Telekom's virtually aged Ella), audience prediction, media mix optimization, and content toxicity classification.

Mindshare's business model is enterprise B2B professional services delivered through dedicated account teams and structured around eight practice areas: Account Management & Leadership, Data & Analytics, Performance Marketing, Technology Consulting & Development, Content & Partnerships, Insights & Culture, Strategy & Planning, and Trading & Investment. Revenue derives from agency retainer agreements and project-based contracts whose pricing is not publicly disclosed. Go-to-market is hybrid: direct enterprise field sales supplemented by channel partnerships through WPP Media, which increasingly pitches Mindshare together with Wavemaker and EssenceMediacom on joint enterprise mandates.

Name

MindShare

Legal name

Mindshare Media UK Limited

Website

https://mindshareworld.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Mindshare is a global media agency network within WPP Media, employing 10,000 people across 86 countries. It delivers media planning, buying, and analytics to enterprise brands including Unilever, Ford, IBM, and Deutsche Telekom, powered by its AI suite Precisely Human Intelligence.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices96 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Media Planning and Buying Services: Core media agency services including strategy, planning, buying and optimisation across all digital and traditional media channels. Services include account management, performance marketing, trading and investment, and content partnerships.
2. Data and Analytics Services: Bespoke collaborative data visualisation and workflow approach, technology consulting and development, and ad operations services
3. Insights and Strategy Consulting: Audience insights, strategy and planning, connections planning, and ecommerce consulting services

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Mindshare is a global media agency network that provides strategic media planning, buying, and analytics services to enterprise clients. The agency delivers cross-platform media strategy, performance marketing, content and partnerships, data and analytics, and campaign measurement through dedicated account teams across 86 countries. Core offerings include the Precisely Human Intelligence (PHI) AI/ML product suite, Audience Origin data platform, Impact Zoom measurement solution, and specialized practice areas spanning performance marketing, trading and investment, insights and culture, and technology consulting.

Product overview

MindShare is a global media agency network of 10,000 people across 86 countries, part of WPP Media, that drives 'Good Growth' for clients through media services and AI-powered intelligence. The core offering centers on Precisely Human Intelligence (PHI), a machine learning suite comprising PHI Culture, PHI Platform, PHI Commerce, and PHI Media for understanding consumer motivations at scale, supported by Audience Origin data platform and the Neurolab research tool. The agency provides integrated services across Account Management, Data & Analytics, Performance Marketing, Technology Consulting, Content & Partnerships, Insights & Culture, Strategy & Planning, and Trading & Investment. Key measurement tools include Impact Zoom for campaign effectiveness and the Data Ethics Compass for responsible media activation. The Good Growth framework underpins all services, emphasising sustainable business growth aligned with consumer values.

Differentiator

Problem solved

Functional benefit

Brands

• Precisely Human Intelligence (PHI): Machine learning products combining empathy and precision through deeper understanding of human identity, including PHI Culture, PHI Platform, PHI Commerce, and PHI Media.
• Impact Zoom

Products and services

• Precisely Human Intelligence (PHI)
• Impact Zoom
• Audience Origin

Quantifiable outcome

• Up to 35% incremental lift in performance metrics using Precisely Human Intelligence approach
• +4 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature10 records

Partnerships

14 partnerships are on record, tiered core and minor.

• SupersolidcoreStrategic or Co-development Partner · 9 June 2026Creative agency partner developing Ubank's 'Money Done Better' character-led campaign featuring animal characters for simplified money management messaging across multiple platforms
• News UKcoreStrategic or Co-development Partner · 23 October 2025Mindshare serves as launch partner for News UK's Octave AI platform for automated audio advertising creation and optimization, using AudioStack technology for radio and podcast campaigns
• Marks & SpencercoreStrategic or Co-development Partner · 23 October 2025Launch partner for News UK's Octave AI platform, using the technology through Mindshare to promote new store opening in Bristol
• AudioStackcoreTechnology or Integration · 23 October 2025Technology partner developing Octave AI automated audio advertising creation and optimization platform for News UK
• Booking.comcoreStrategic or Co-development Partner · 31 January 2025Media agency partner for Booking.com's fourth consecutive Super Bowl campaign featuring Muppets characters, developing creative with Zulu Alpha Kilo
• Zulu Alpha KilocoreStrategic or Co-development Partner · 31 January 2025Creative agency partner for Booking.com Super Bowl campaigns, continuing role from 2024 campaign
• SpotifycoreStrategic or Co-development Partner · 12 September 2024Research partnership analyzing how audio streaming influences people's identity and community connection, using Spotify's first-party data to study listening behaviors
• HikiminorStrategic or Co-development Partner · 21 June 2023Partnership led by Mindshare for #AutisticOutLoud campaign with Getty Images, creating authentic visual content depicting autistic community
• Getty ImagesminorStrategic or Co-development Partner · 21 June 2023Partnership for #AutisticOutLoud custom content initiative to increase authentic representation of autistic people through community-created visual content
• VMLY&RminorStrategic or Co-development Partner · 21 June 2023WPP agency partner on #AutisticOutLoud campaign working on creative branding and strategy
• Set CreativeminorStrategic or Co-development Partner · 21 June 2023WPP agency partner on #AutisticOutLoud campaign handling creative branding
• WPP ProductioncoreStrategic or Co-development PartnerProduction partner utilizing combination of human artistry and generative AI tools through WPP Open platform for campaign asset creation
• GroupMcoreStrategic or Co-development PartnerParent company and media investment hub under WPP, containing Mindshare as part of network including EssenceMediacom, Wavemaker
• WPPcoreStrategic or Co-development PartnerParent company of Mindshare; Mindshare is first purpose-built company created by WPP and part of WPP Media consolidated offering

Scale indicators21 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zenith: Publicis-owned global media agency competing for the same enterprise media mandates with comparable data-driven planning capabilities.
• Starcom: Publicis Media's flagship global media agency network; directly comparable in scale, scope, and enterprise client roster.
• Wavemaker: WPP Media sister agency offering global media planning and buying to enterprise clients; competes head-to-head for the same client accounts under the WPP Media structure.
• PHD (Omnicom Media Group): Omnicom-owned global media agency competing with Mindshare for the same large multinational clients and operating similar full-service media planning and buying models.
• EssenceMediacom: Formed from the merger of Essence and MediaCom within WPP Media; one of the largest global media agency networks and the most direct Mindshare competitor within the same parent.
• dentsu (Dentsu Media): Dentsu's global media agency brands (including dentsu X and Carat) competing in the same enterprise media planning and buying category.
• OMD (Omnicom Media Group): Omnicom's flagship global media agency network offering media planning, buying and analytics to the same Fortune-class enterprise advertisers as Mindshare.
• Havas Media: Havas's global media network offering integrated media planning, buying and analytics to enterprise advertisers worldwide.

Broad incumbents

• GroupM Nexus: WPP's centralized media investment and trading infrastructure; functions as the parent-level media hub of which Mindshare is a member agency.
• Publicis Media: Holding-company-level media investment arm housing Starcom, Zenith and Digitas; comparable as a broader media portfolio competing with WPP Media (including Mindshare).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mindshare
• LinkedInlinkedin.com/company/mindshare
• Facebookfacebook.com/Mindshare

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MindShare