ADWEEK-- May 11, 2015
In less than two years at Mindshare, Jordan Bitterman has quickly made his mark, driving new-business wins while launching The Loop, a system that's changing the agency's culture as it brings real-time insights to client content and media buys.
Bitterman left DigitasLBi in 2013 for the WPP shop, which already embraced adaptive marketing but didn't have the operating structure to quickly execute against it. While competitors use real-time "war rooms," The Loop is designed to be different in that it focuses on paid media rather than just reactions through social buzz. The Loop isn't only about high-profile events like the Super Bowl—it was built to be used every day.
"This enables us to better know about consumers, client competitors, brand conversations that are always taking place," Bitterman says. "We bring all these things together and consolidate them into our constant thinking about client problems."
For example, Mindshare's Unilever teams used The Loop to track weather data last winter to find the right times and places for Vaseline's paid spending on The Weather Company. Likewise, when CVS took tobacco off its shelves in 2014, the advertiser used The Loop to respond to consumers about a category that generates little buzz but, in this instance, stirred a lot of emotions.
Since its January 2014 launch, The Loop has been implemented in 26 Mindshare offices worldwide. To that end, it's evolving Mindshare's larger culture, with Bitterman driving organizational change. In addition to daily Loop meetings, there are also client sessions about bigger trends. Mindshare's Huggies team decided to surround celebrity pregnancy announcements with content. When Kate Middleton announced her latest pregnancy, the brand quickly responded, resulting in Huggies owning the paid media story. Huggies has since prepared for that birth, giving a London, Ohio, hospital a splashy makeover in advance of Middleton's May 2 delivery, complete with free diapers for babies born there, and across the U.S., on that date. (Right after the new royal baby's arrival, word of that Huggies offer spread through free media and tweets while the brand readied its royal baby sponsorship on People.com.)
Mindshare North America CEO Colin Kinsella credits Bitterman with successfully instilling a new level of cross-discipline collaboration among staffers. Kinsella adds that he's also created a shift to a real-time evaluation of work, unlike the past where consideration might occur months after a campaign's launch. "Jordan has the creativity to think big and the discipline to execute against it," says Kinsella.
The Loop also proved to be a potent new-business weapon as Volvo, Nordstrom, BlackRock and Celgene moved work to Mindshare in 2014. But while Bitterman initiatives like The Loop help attract clients, his broader business perspective helps keep them there.
"Jordan is a customer-first strategic marketer and trusted advisor who understands how to drive real business impact through the intersection of marketing, communications and technology," says Rich Lehrfeld, vp, global media, sponsorship and experiential marketing at American Express. —Noreen O'Leary