Advertising Age: WPP’s Mindshare Works on Gender Equality Brief Across 87 Offices

By Lindsay Stein

WPP media agency Mindshare is using its annual Mindshare Day celebration to fight for gender equality across all 87 offices on Wednesday.

Every year, the shop selects an important cause to shape into a brief that staffers can work against on behalf of select clients. This time, the brief, which Mindshare North America Chief Strategy Officer Cindy Gustafson said “is one of the most spirited ones we’ve had,” is focused on gender equality. The topic was selected based on Mindshare employee feedback about what they’re passionate about and what’s going on in the world.

All 87 offices will “design ideas that really help advance gender equality through the lens of a brand,” said Ms. Gustafson, who added that some of the clients in North America include Unilever, General Mills and Nordstrom. In fact, Gail Tifford, VP of media and digital engagement for Unilever in North America, was a keynote speaker at Mindshare’s New York office today to kick off the celebration, as well as Rosie Rios, former U.S. treasurer under President Barack Obama.

Clients are “proactively” approached for the initiative based on what the agency knows about the brand and its business,” said Ms. Gustafson.

At the end of the day, each office will present its gender equality brand idea to a team of judges. In North America, the judges include the executive group and an amalgamation of discipline leads. Forty-eight hours later, one winner will be chosen per country or region, and then a global judging panel of executives will discuss which idea, if any, “has the ability to go on and become something bigger.”

To learn more, and see some of Mindshare’s own stats on gender equality, read the full piece in Advertising Age: