Tim Elton named Chief Strategist for Mindshare’s Invention unit
Veteran Communications Planner Shifts Duties Within Agency
NEW YORK — Tim Elton, currently head of Mindshare’s Business Planning unit, has been named chief strategist for the agency’s Invention group, a new position.
In his new role Elton will become Invention’s lead strategist, working closely with current Invention co-heads David Lang and Margaret Clerkin, who will continue to focus on creating and producing entertainment platforms such as “In the Motherhood,” “Sprint Heroes,” and “Business on Main.”
Elton’s new responsibilities will also reflect the work currently being done by George Michaelides and Graham Bednash at Mindshare Worldwide in London, who took over the agency’s worldwide Invention group last October. The team’s goal is to combine brand and consumer insights to form communication ideas that create relevancy for consumers both in the U.S. and globally.
Elton is moving from Mindshare’s Business Planning unit, which combines analytic and strategic expertise to focus on solving business issues for clients and develop “go to market” strategies through a disciplined and fact-based process.
The Invention unit, where Elton is now assigned, is the hub of the agency’s creative thinking where experts across disciplines such as content creation, sponsorship, retail, digital and strategic planning come together. The Invention group defines and develops a media neutral communications platform and determines how it is manifested across the entire consumer journey, vitally fusing content and contact planning.
“Tim is the perfect choice for this new role due to his extensive experience in strategic communications planning,” said Scott Neslund, head of Mindshare North America. “Comms planning is one of our most important client offerings and Tim’s deep knowledge of the discipline ensures the quality of that service while bringing a new dimension to our Invention group.”
Elton joined Mindshare New York in the summer of 2007 as head of communications planning for Unilever and later was responsible for ensuring best practices with other clients such as Kimberly-Clark.
Before coming to the U.S., Elton was one of the U.K.’s lead communication planners. He worked in a full service agency environment at Leo Burnett and as Communications Planning Director at Aegis-owned Vizeum, a U.K. media agency. During his time in the U.K., he also was the lead communications planner on brands including Coca-Cola, AOL, Volkswagen, and BMW, among many others. He won several media planning awards in the U.K. as well as a place on Campaign magazine’s leading Planning Directors list.
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA). For more information, please visit www.mindshareworld.com.
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