MAM
Mindshare introduces content marketing, strategic partnerships practice
MUMBAI: Mindshare, a WPP strategic planning and media investment agency, has announced the establishment of a newly formed Content Marketing and Strategic Partnerships practice.
This is Mindshare‘s most recent response to increasing client demand for a unifying content strategy across all forms and formats – paid, owned and earned. In 2005, Mindshare launched Mindshare Entertainment (MSE).
MindShare MD- communications planning Stacy Minero has been promoted to lead this initiative for Mindshare.
Minero will be responsible for driving a more strategic and systematic approach to content marketing from advanced planning to development, discovery, and distribution.
Drawing from a suite of proprietary tools designed to inform strategies and evaluate opportunities, she aims to infuse more insights and analytics into content marketing.
Minero will report to Mindshare Communications Strategy practice head Tim Elton.
Mindshare North America CEO Antony Young said, “Technology is driving consumers to access their entertainment and information across multiple emerging channels, devices and platforms. Our clients are recognising that marketing messaging has to go beyond traditional advertising formats such as, 30 second TV ads if they are to engage consumers and communicate more persuasively. We see a major opportunity to develop content marketing strategies early in the brand communications planning process that captures wider content formats and build these into a wider brand communications effort.”
“Stacy‘s demonstrated expertise in creating this link between brands and the often unarticulated needs and desires of their audiences. She also has exceptional digital acumen that can turn content strategies into actionable ideas and partnerships,” Young added.
As Practice Lead, Minero will leverage a team across Mindshare‘s entertainment, digital and broadcast groups. They will also look to actively partner with external and independent technology, entertainment and content companies seeking to work with brands.
Minero said, “Everything starts with consumer insights and a deep understanding of mindset and motivation. To create human connections, we need to understand what compels people and link those insights to content ideas that transcend traditional advertising.”
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
