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Mindshare UK Launches Grow@Mindshare Incubator For Startups & Businesses

Mindshare UK, part of WPP, announced the launch of Grow@Mindshare – an innovation incubator designed to help startups and businesses at the “early stages of marketing”.

According to the announcement, Grow@Mindshare will offer a more “agile, lean and faster,” by using the agency’s specialties, connections and media buying capabilities.

The idea will be to work with new digital enterprises, startups and businesses on a client-by-client basis. For startups it will work with businesses from Series A funding onwards – with services focused around three core pillars: Comms expertise; Connections; and Media buying.

Grow@Mindshare has already been working with Gousto, everything you need to cook delicious recipes at home, and Picasso Labs, the data driven creative optimisation technology.

The new team will offer businesses access to Mindshare’s industry-leading audience insights and research, ensuring that the next generation of digital disruptors are able to easily identify and reach specific audiences to facilitate fast-scale growth.

Grow will work with clients on a project basis making it very quick and simple to get started.

Helen McRae, Chief Executive at Mindshare UK, said,

We firmly believe that one-size-doesn’t-fit all, and this move lets us take our considerable expertise in media buying and audience insight into new, high-growth areas which will hugely benefit from having access to our top talent, and partner network.


The team will be led by Joanna Lyall, Chief Commercial Officer, Alan Weetch, Client Partner, and Ruth Zohrer, Head of Programmatic Marketing.

‎Joanna Lyall, Chief Commercial Officer at Mindshare UK, said,

We work with some of the world’s best known brands and we’re incredibly excited to be able to take these key learnings and apply them to the most innovative companies currently looking to grow their market presence. It is equally valuable for the learnings to go the other way as well.

It’s also a really fantastic proposition for our people to work on. Having a mix of dedicated resource and the option for our top talent work in Grow for a defined period of time is a great way to encourage new skills and expertise across all areas of the business.

Launching Grow@Mindshare means that we will now be more attractive to some of the most exciting startups across the globe.


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