Mindshare sets up GEMS, promotes Deepika Nikhilender as CEO

MUMBAI: Mindshare has launched a new full service media unit in Singapore called Growth and Emerging Market Solutions or GEMS, with Deepika Nikhilender as its CEO.

GEMS will serve the needs of a number of companies who use Singapore and other Asian cities as their central marketing hubs for managing their emerging and developing growth markets across Asia, Middle East, Africa and others. GEMS will provide marketers who have responsibility for these regions with a broad spectrum of services including emerging class consumer activation, mobile marketing, category communications planning, ROMI, digital analytics, consulting, content development and management of quick data for insights. As specific sub-regional needs from clients grow, Mindshare will look to support the GEMS Singapore hub with talent based in China, India, Middle East, Africa and other developing markets.

GEMS provides a simplified single-window access to clients looking for specialist planning skills and implementation partners in all the areas of marketing communications described above. It will house a team of client leaders along with specialists in these service areas who will help develop solutions for clients. GEMS is designed to be an open-source partner to its clients. It will bring in bespoke planning platforms and a real-time campaign data-tracking centre, which will facilitate open-source collaboration with various marketing communications partners to develop integrated marketing solutions. These partner companies will focus on word-of-mouth, activation, insights, data analytics and technology, and digital media – like Kantar, Geometry Global, Advocacy, VML and several others. In addition, GEMS will harness global partnerships with digital and mobile companies that Mindshare already has in place.

Deepika Nikhilender previously led Mindshare Business Planning across Asia Pacific where she led and developed Mindshare's offering in analytics, insights, strategy and data and technology solutions. She brings extensive experience on multiple product categories across Asia. In 2010 she was chosen Regional Client Leader for Mindshare APAC as recognition of her contribution to clients. In this role, Deepika will report to R Gowthman, recently appointed COO for Mindshare APAC. Deepika has been with Mindshare for 15 years.

Deepika said, “At Mindshare, we have always kept our clients’ business at the centre of all that we do. Their expectations from Mindshare have also changed significantly in response to the changing marketing and media opportunities. We continue to evolve ourselves to stay ahead of market, while ensuring we stay relevant and competitive. Thanks to our clients who keep pushing us to raise the bar, inspiring us to open up new streams and encouraging us in all our new initiatives.”

Ashutosh Srivastava, Chairman & CEO for APAC & Growth Markets at Mindshare, said "GEMS is part of an exciting new approach, using technology to create centres of excellence at a few hubs, look at data centrally and share precious talent across more markets when developing solutions. Hopefully this model will enable clients to use all their partners more collaboratively - to create more impactful solutions and drive growth, in markets where lack of experienced talent is currently a huge handicap. We are going to run GEMS like a start up – data and tech driven, fast and flexible, provocative and founded on collaboration, with ability to dial up and down for clients without tying up massive resource for clients."

Mindshare Asia Pacific’s GEMS unit and Deepika’s role are effective immediately.

Latest Reads
Linc Pen encourages students taking exams

MUMBAI: Linc Pen and Plastics, one of India’s most trusted writing instruments for the last four decades with a strong presence over 50 countries, has lauded the resolution and hard work of students who are taking their board exams this year with a brand new advertising campaign, Best of Luck.

MAM Media and Advertising Ad Campaigns
JSW Steel leads fight against counterfeit steel

MUMBAI: JSW Steel, India’s leading steel producer has a new TV campaign which is a part of the company’s ongoing effort to create mass public awareness about the menace of counterfeit in the colour-coated steel products category.

MAM Media and Advertising Ad Campaigns
Gulf Oil signs Hardik Pandya as ambassador

Gulf Oil Lubricants India Limited (GOLIL), a Hinduja Group Company, has signed Indian cricketer Hardik Pandya as its brand ambassador for the company’s new business initiatives and lubricants. Pandya joins cricketing legend MS Dhoni, who has been associated with the company since 2011 as its brand...

MAM Marketing Brands
Aamir Khan becomes Vivo India's new face

After ending a two-year contract with Bollywood actor Ranveer Singh, Chinese mobile manufacturer Vivo has found its new brand ambassador in Aamir Khan. The eminent actor has been signed for Vivo’s future brand and product communication initiatives of Vivo India.

MAM Marketing Brands
Former Deloitte CMO Teresa Barreira joins Publicis.Sapient

Publicis.Sapient, the digital business transformation hub of Publicis Groupe focussed on partnering with clients to advance their business performance, has appointed Teresa Barreira as the company’s new chief marketing officer (CMO).

MAM Marketing MAM
Raymond shows that Black is Back

MUMBAI: In every man's wardrobe, his suits have a special place. They are nicely dry-cleaned, neatly hung and are properly matched with accessories from top to bottom. There is an extremely high possibility that in every man’s wardrobe, at least one of the suits (if not all) is a Raymond suit.

MAM Marketing MAM
Gatorade gets PV Sindhu to say 'never give up'

MUMBAI: PepsiCo India’s sports drink brand, Gatorade, has released a new TVC film featuring ace shuttler and olympian PV Sindhu. Sindhu highlights its commitment to keep top athletes across the world rehydrated, replenished and refuelled for better performance. Alongside her, the film also features...

MAM Media and Advertising Ad Campaigns
PointNine Lintas forays into mar-tech via Probitec

MUMBAI: Omnichannel agency PointNine Lintas has announced its foray into marketing techbologe (mar-tech) and launched the beta version of its first product, Probitec Deemed as the world’s first technology platform for activation management, Probitec is an end-to-end solution for executing and...

MAM Marketing Brands
Fevicol makes a banner that actually sticks

MUMBAI: No one pays attention to web banners anymore. So Fevicol, India's leading adhesive brand, decided to make a banner that would genuinely stick and not just figuratively. The sticky banner appears to show up in YouTube pre-roll ads of other brands, like a standard in-video banner. And the...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories