Mindshare UK launches Grow@Mindshare incubator to work with startups

WPP-owned agency Mindshare UK has launched an innovation incubator designed to help startups and businesses at the "early stages of marketing". Grow@Mindshare will take advantage of the agency's specialties, connections and media buying capabilities to offer a more "agile, lean and faster," service according to the firm. The team will be led by Joanna Lyall, chief commercial officer, Alan Weetch, client partner, and Ruth Zohrer, head of programmatic marketing. Grow has already been working with recipe box service Gousto, and Picasso Labs, a data-driven creative tech outfit. The offering will 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. The new team will give businesses access to Mindshare’s audience insights and research, and clients will be able to tap into the wider WPP network, as well as Mindshare’s cross-channel media buying flexibility.