MindShare has won the pounds 21 million (about USdollars 29
million) global account for the Internet cafe chain easyEverthing.
MindShare won the account after a pitch against Carat and Starcom.
Matters Media, the easyEverything incumbent, did not repitch.
EasyEverything is set to expand across Europe and the US. It has 16
cafes in Europe and opened its first US store last month. It plans to
have opened 40 outlets by next September.
Its owner, Mr Stelios Haji-Iannou, has said that he hoped to float the
company next year. EasyEverything's creative work is carried out
in-house and no changes are expected in the short term.
However, Mr Marc Bell, the marketing director of easyEverything, said:
"As the critical mass of stores grows, we may look to have an external
creative."
Mr Nick Emery, the chief strategy and planning officer at MindShare
Worldwide, said: "It is a great testament to MindShare that such an
entrepreneurial company sees us as the operation that can deliver both
global networking and innovative solutions across all media to further
accelerate its impressive growth."
