Mindshare

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"Your use of the Kony 2012 campaign in talking about our challenges was just brilliant. I just wish the session lasted two hours instead of one."


Mindshare is a media and advertising behemoth, booking media and devising creative campaigns around the world. Its Asia Pacific division asked me to its annual retreat in Bali, Indonesia. The issue: how to get diverse creative types to form individual teams--without losing their creativity.

I started with an analysis of the viral Kony 2012 campaign, showing how a passionate group can be created quickly around a cause. And then we formed smaller groups to form mini-campaigns to use within Mindshare. Huge fun in a beautiful place.