Adweek: Mindshare Fills a Role That's Redefining the Agency

Rolf Olsen succeeds Bob Ivins as North American data chief

By Andrew McMains

Olsen comes from iProspect, where he was svp of data and insights.

Olsen comes from iProspect, where he was svp of data and insights.

In his ongoing bid to redefine what a media agency can be, Mindshare North American CEO Colin Kinsella has recast in a significant role.

Kinsela has named iProspect's Rolf Olsen to succeed Bob Ivins as chief data officer, a North American role that was new in 2013 when Ivins came aboard and has become central to the agency's push to be a leader in real-time adaptive marketing. During that time, the number of staffers who focus on analytics has grown from 55 to 70. The digital chief leads that group.

"The role has become much more robust because our ambitions have grown," Kinsella said. "In early 2014, we introduced The Loop, our adaptive marketing engine. Since bringing all our major clients into that way of working—real-time insights to real-time actions to create content and help drive media investment decisions—the chief data officer and marketing sciences capability has grown in importance and scale."

Ivins, who left in October to become svp of business development at Rovi Corp., was key to introducing The Loop to marketers. But now Mindshare, a unit of WPP Group's GroupM, needs "someone with deep media agency experience, someone who has put media plans together and who knows how to connect the dots across an agency and leverage the platforms of a holding company," Kinsella said.

And Olsen's resume certainly illustrates that. He spent two years at Dentsu Aegis' iProspect, where he was svp of data and insights. Before that, he was director of marketing analytics at Copernicus and director of marketing sciences at Carat. All told, Olsen spent a decade within Aegis Group, which Dentsu acquired in 2013. Along the way, he helped land business from the likes of MasterCard, Mondelez and Sony PlayStation.

Read on Adweek: http://www.adweek.com/news/advertising-branding/mindshare-fills-role-thats-redefining-agency-163485