Mindshare is a media buying and planning operation within South Africa, offering media buying, planning and investment management services, econometric modeling and associative marketing and market research services to clients.

Founded in 2001, Mindshare has offices in Johannesburg and Cape Town and employs 96 people. Key clients and partners include Kellogg, KFC, LG, MTN, MultiChoice, Sun International and Unilever.

This investment continues WPP’s strategy of investing in fast growing markets and sectors and its commitment to developing its businesses throughout the African markets. Collectively the Group employs more than 20,000 people on the continent, generating revenues of around $500m.

These latest initiatives follow announcements of Ogilvy's joint venture in 2010 with African marketing services company, Scangroup, in sub-Saharan Africa and the expansion of the TNS Africa network through the acquisition of a majority stake in RMS in West and Central Africa.

These are further steps towards WPP's declared goal of developing its businesses in the growing economies of Africa, as well as Asia Pacific, Latin America, the Middle East and Central/Eastern Europe.

WPP is a parent company that, through its subsidiaries, is engaged in the provision of communications and marketing services worldwide. The company has four segments: advertising and media investment management; consumer insight (formerly information, insight & consultancy); public relations & public affairs, and branding & identity, healthcare and specialist communications, which includes WPP Digital and direct, digital, promotional and relationship marketing.

Will the acquisition benefit WPP?

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