Fuel for an holistic approach
A journey from brand insights through to the communications plan
Sheila Byfield & Nigel Anderson
Abstract
Sheila Byfield
MindShare Worldwide, UK
Sheila Byfield has been with WPP for 15 years, having joined MindShare from Ogilvy. She is Global Director of Insights for MindShare Worldwide, based in London. She has responsibility for industry and proprietary research and is involved in projects across Asia, the Americas and Europe.
Sheila is the architect behind MindShare’s global proprietary surveys such as 3D, MindSet and Connections: MindShare’s new revolutionary channel planning system. She has also conducted a considerable amount of work into new technology adoption and its effects on the world’s societies. Sheila is a frequent public speaker and has a wide range of published work. She is chair of the European Association of Communications Agencies Media Research Working Party. She also sits on a number of international media committees and is a visiting Research Fellow of the University of Leeds where she lectures on media matters when time permits.
Prior to joining WPP, Sheila spent thirteen years in commercial television and five years working in print media.
Nigel Anderson
MindShare Worldwide, UK
Was a media planner at ABM before moving on to JWT in 1985. There he became involved with developing planning systems as well as planning on a wide range of clients, from Unilever to Jaguar Cars. He moved in to MindShare on its inception and set up the ATG providing quantitative analysis of clients’ communications business. Recently he moved into Insights, helping to develop a multi channel panning tool, Connections. In his ‘younger’ years he’s now taken to riding motorcycles and attempting to play guitar.
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