min magazine 2008 Most Intriguing: Scott Neslund
Friday, November 7, 2008

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Scott Neslund
North America CEO, Mindshare

In a 20-year career that has reached the corners of the world with stops at places like Milan, where he worked on the Coca-Cola account for Leo Burnett and Tokyo, where he ran the media department, and Toronto, where he launched the media operation for Starcom, Scott Neslund has developed a global grasp of marketing and his role in it. “For me, getting the experience outside the U.S. completed my understanding of the industry,” he explains.

His worldly wisdom has also helped him to reinvent Mindshare, where he has been since July 2005. Named North America CEO April 2007, Neslund focused on making the agency more integrated—which he calls his most significant achievement this year. “It has demolished the old agency structure of media departments,” he notes. “Since April [when the restructuring was announced], we have gone to every Mindshare client, showed them our plan and then have moved to restaff and reorganize every single client account in the agency.”

Neslund believes too many magazine brands in general are not leveraging their assets to their maximum potential for their advertisers. “I’m an enormous fan of the magazine industry,” he concedes. “But in terms of innovation on the advertising side, I think they need to pull in significant speakers or set up events that directly tie in to a client’s core objectives to deliver a truly effective program.”

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