International: Mindshare, the agency network that is part of WPP, has signed a partnership with international business school INSEAD, to launch the Mindshare Acceleration Program.
The Mindshare Acceleration Program will see Mindshare’s leadership and client leads undertake a multi-module learning programme focusing on the impact of commerce, experience, communication and technology on business transformation.
The course will take place at the INSEAD Europe campus in France, with further modules delivered in China and the US West Coast and it will be led by Chengyi Lin, Affiliate Professor of Strategy at INSEAD.
The partnership follows Mindshare’s announcement last week of a new integrated outcome-based delivery unit with 5,000 specialists called ‘Outcomes’ and a new media transformation consultancy called ‘Change’ – designed to help businesses navigate the new challenges around working models, data and technology and delivering data-driven marketing models for the new world economy.
The launch of the new services is Mindshare’s response to the three big challenges facing marketers today:
- The imperative for brand building and demand generation to work seamlessly together.
- The requirement for activation excellence across all media channels in service of outcomes.
- The need for transformational change in the client marketing organisation to adapt to a new outcomes-driven world.
Dr Chengyi Lin, Affiliate Professor of Strategy at INSEAD, said: “Digital (r)evolution continues to transform business and society. Media plays an increasingly critical role shaping this transformation (beyond simple informational and financial exchange). Mindshare is a truly global brand with great people who are passionate, diverse, and open. I look forward to working with leaders from Mindshare and exchange on some of the most critical topics: digital transformation, ethics and sustainability. I hope the programme can continue to enrich and advance our current thinking about business and technology as a force for good.”
Marco Rimini, Chief Development Officer, Mindshare, said: “Business models, ethical frameworks and successful digital transformations are all linked. We want Mindshare’s people to be the best equipped to help WPP’s clients navigate the media consequences of change. INSEAD is best placed to support us because of its global spirit as well as academic brilliance.”
Ton Schoonderbeek, Global Chief People Officer, Mindshare, said: “INSEAD has a truly global mindset and understands the challenges facing our leaders in a transforming industry. INSEAD will help us to develop the skills required to enable us to help our clients accelerate their transformation plans.”
The Mindshare Acceleration Program begins in Q1 2020.