GLOBAL – UNITED KINGDOM, APRIL 15, 2013 – Mindshare UK will be renaming its “Press” department to “Publishing”, part of Mindshare UK’s effort to reposition and reflect the rapidly evolving multi-platform market.
The name change is necessary to solidify the changes made within the Mindshare publishing team as they become more platform neutral, speaking to publishers as one brand to find the best mix of platforms, whether on paper, magazine, website, mobile or tablet. Furthermore, the change mirrors the approach adopted by Mindshare’s creative solutions and partnerships team.
“With the growth in digital, the publishing sector is experiencing one of its most exciting, rapidly evolving and challenging periods,” said Charlotte Tice, Mindshare UK head of publishing.
"Publisher brands are stronger than ever before, with an ever-increasing number of touchpoints, so we are working collaboratively with our digital team to equip all our people with digital skill sets so they are in a position to embrace this change fully. At Mindshare, we felt it was time to reflect these exciting changes outwardly in the business," she added.
Rufus Olins, CEO at Newsworks said: Mindshare’s repositioning of its Press department will help break down outdated silos and open up interesting and relevant conversations about how to plan and buy by Audience. It is Audience and Content and Brands that matter. With newsbrands now offering cross-platform reach, the old vocabulary of press is no longer very helpful.”
