Corporate Resume: mdigital UK

mdigital UK: flew to Dublin for a Friday night on the razz with Channel 4

Established in 1998, mdigital UK  was in fact born before its
parent organisation MindShare, and continues to enjoy the benefits of independence as well as being part of a major agency.

"We feel like we're in control of our own destiny, but we're not out on a limb - we have all the resources, such as training, that come with being part of MindShare and WPP," says mdigital UK director Jed Glanvill.

The 22-strong team works closely with MindShare to integrate new media into the larger agency's overall strategies, but also has its own clients such as Nike, Nestlé and Telewest.

The group also works alongside the 18 mdigital EMEA workers, who manage a network covering Europe, Asia Pacific, South America and, soon, the US.

Planners look at how consumers behave on new digital platforms and how brands should tap into this, while the consultants can pass these insights on to advertisers wishing to optimise their future media strategies. The agency was also behind the first ever cross-platform deal, which involved sending out Guardian Unlimited content with an advertising message from IBM across the web, digital TV, PDA, WAP, e-mail and The Guardian.

The team made like Celtic Tigers and flew to Dublin for a Friday night on the cobblestones with Channel 4 earlier this month. And when the agency's not jetsetting around like jollies are going out of
fashion, it can enjoy the surroundings of the Strand, where it shares an office with MindShare.

The team enjoys nights out with MindSare - Glanvill says his troops can drink their traditional media counterparts under the table any time - as well as its own nights out, which Glanvill admits also tend to involve a few snifters.

This article was first published on Media Week