i3 - January/February 2017 - 40

How would you describe
Mindshare?
Our job is to help connect brands to
consumers in a meaningful way through
the most relevant media and through the
most relevant advertising formats.

What does it mean to be
meaningful?
We need to be in the spaces, places and
mindsets where consumers are most
receptive. For us that's in the context of
culture. We have a very codified approach
to how we identify cultural moments
where consumers are most willing to
engage with us as brands and marketers.

Mindshare
Driving
Brands at the
Speed
of Culture
Adam Gerhart is the U.S. CEO for
Mindshare, a media agency network
of more than 7,000 people in 86
countries. Mindshare is part of
communications leader WPP.

40

JANUARY/FEBRUARY 2017

One of our clients is TGI Fridays, the
casual dining restaurant. They found
out that, unbeknownst to them, the
movie Deadpool had two mentions of
TGI Fridays. They know that there's
a direct correlation between their
product and people that frequent the
movies, often on date nights.
We said if there's any positive
mention of TGI Fridays within
popular culture, we're going to
draft off of that to create cultural
momentum. So from the time
that those Deadpool mentions
came out, we worked with their
internal brand teams, with
their food and beverage teams
and with their legal teams.
We changed the menu so that
we had a specific cocktail
that referred back to the main
character in the film, who is nicknamed "Merc with a Mouth."
We took one of their previous
peach cocktails, renamed it The
Mouth, and made it slightly more
irreverent with the cultural twist of,
"What if The Mouth took over a TGI
Friday's menu?" We put that out into
social media. We used influencers to
amplify that content and we saw a three
percent increase in footfall to the stores
versus the same period the year prior. We

I T I S I N N O VAT I O N

CREDIT NORINA LEYDE

Can you walk me through a
specific example?



http://www.mindshareworld.com/

i3 - January/February 2017

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