Sorokin will be based in New York and will report to Mindshare’s global CEO Dominic Proctor in London.
In joining Mindshare, Sorokin departs his role as president of Carat and Carat Fusion, Aegis Media’s digital services agency, which he held since departing his position as EVP and global account director at MRM in 2006.
In joining Mindshare, Sorokin departs his role as president of Carat and Carat Fusion, Aegis Media’s digital services agency, which he held since departing his position as EVP and global account director at MRM in 2006.
During his career, he has also worked at offices of Digitas, Grey Group and Lowe and has worked with brands including Coca-Cola, Dell, Hasbro, Intel and Procter & Gamble.
At Mindshare, Sorokin is charged with promulgating the agency’s global digital communications initiatives, said Proctor in a release, adding: “Scott’s primary role will be to lead global digital media initiatives for our Unilever client, but he will also work closely with Phil Cowdell, head of Mindshare North America, to help us develop and implement our digital plans for all our clients. He also will serve on Mindshare’s global executive committee.”
