MindShare expands regional trading taskforce initiative

Buyers in developed markets will be given one of three separate areas to focus on: negotiating, tactical planning or execution. "Wherever it suits those businesses, we will introduce that," said Simon Woodward, MindShare's managing partner of national buying and tactical planning in China, which has already introduced the dedicated roles. He cited the move as one example of the changes being instigated by a new nine-strong regional trading taskforce comprising, buyers, planners, office heads and finance directors. The taskforce meets each month to share best practices and instil a unifying culture to bind MindShare's offices across the region closer. "We are producing brilliant work in silos," said Woodward, who heads up the team. "We are looking to break down those walls and make it accessible to everybody." Stephanie Bell, managing partner for buying and Broadmind in Thailand, also helps drive the taskforce which also includes members from India , Australia and Malaysia. Woodward is planning to bring together senior buyers from throughout the region in a workshop later this year to help communicate the work the taskforce is doing. "Culture is so important, particularly to people working in the buying area," he said. "If culture goes region-wide, rather than office-wide or country-wide, the benefits to clients, and those individuals, are insurmountable." Woodward said media agencies need to pay more attention to buyers, who are under ever increasing pressure on a number of sides, from a lack of time to the rise of professional negotiators handling client procurement. "(Buying) is the crown jewels of what we do," he said. The news of the regional trading taskforce emerges after news of a similar intiative between MindShare's Chinese and Indian operations, which are setting up formal channels to exchange ideas and personnel to help tackle issues common to both markets.