MindShare Will Break Into 2 Local-Buying Units

One Services Big Local Buyers; Other Handles the Less Active
LOS ANGELES–Some advertisers buy a handful of local markets and others buy hundreds of mar-
kets. Responding to these divergent needs, MindShare is departing from the traditional media-agency local-broadcast structure and is splitting into two distinct local-buying units.
MindShare Regional will service clients with extensive local requirements. MindShare Central will work with advertisers who do not buy dozens of local markets and consequently do not need an extensive local-broadcast operation. Both will report to Jean Pool, MindShare president/operations.
MindShare controls more than $1.5 billion in local-broadcast dollars, making it one of the largest spot players in the U.S. (Initiative Media, claiming nearly $2 billion in local-broadcast billings, is the nation’s largest spot buyer.)
The two-part structure is the second major organizational initiative since the WPP Group’s global media network unveiled its U.S. operating team and top management in April. MindShare includes the media assets of J. Walter Thompson and Ogilvy & Mather.
“Our heavy users of local broadcast tend to be retailers, buy lots of markets, do local promotions and need lots of competitive analysis,” Pool explained. “MindShare Central is for clients who rarely buy beyond the top 10 markets and don’t need a big [local-broadcast] army.
“If an advertiser doesn’t need local broadcast all the time, it doesn’t make sense for [it] to pay for a regional broadcast group,” she added.
MindShare Regional currently has 135 staff members and “we’re hiring everywhere,” said Pool. The unit will soon open a Miami office and is looking for a leader for its Dallas office. MindShare Regional will be run by Cathy Tocco, who advances from director of operations Regional to head the division.
MindShare Central will be run by Kathy McCauley, who was promoted from director of client service Regional. The unit will open a Chi-cago office to handle, among others, Sears, which recently tapped the shop for much of its media duties. The division has a staff of 75.