INTERNATIONAL: MindShare scoops pounds 21m global account

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