Russell will plan solutions for MindShare


MindShare said Monday that it has named director of communications strategy Malcolm Russell head of a newly expanded unit dubbed the Communications Planning Group.

The new unit will focus on developing communications-planning solutions encompassing multiplatform and integrated media as well as marketing strategies designed to generate maximum consumer engagement with a client's commercial message, MindShare said.

"Our goal is to offer a communications solution, not just a media solution," said Russell, who has served as MindShare's senior partner, director of communications strategy, since joining the agency's New York office in late 2004. "We consider all potential channels and marketing disciplines to develop the most effective solutions for our clients' brands. This will involve taking a more proactive role in the creative-development process."

The expanded unit consists of a team of five newly hired professionals with diverse agency discipline backgrounds, including several who have worked outside the U.S.

"This is an important development in the evolution of MindShare's client-services portfolio," MindShare president and CEO Marc Goldstein said. "By incorporating the basic elements of traditional account planning with the parallel, expanded skills of Malcolm's diversely talented team, we are bringing the discipline of communications planning to a new level."

Goldstein said the new group will work with MindShare Insights, the agency's proprietary, consumer-research arm.