Guardian Hires Mindshare Exec to Lead Branded Content Division in U.S
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Guardian News and Media, the U.K.-based newspaper that’s pushing hard into the North American digital market, has hired Mindshare exec Rachel Israel to serve as executive VP of Guardian Labs U.S.
Guardian Labs is the company’s in-house agency that creates branded content and other bespoke programs for advertisers. Labs rolled out last year in the U.K., where it has about 140 employees. Ms. Israel, who was executive director of strategic planning at media agency Mindshare, is charged with growing Guardian Labs in the U.S., where it currently employs about 15 people.
Part of Ms. Israel’s job will be establishing relationships with advertising clients, according to Eamonn Store, CEO of Guardian North America. Prior to MindShare, she spent more than 15 years at MEC, another media agency. Both MEC and Mindshare are owned by the same holding company WPP.
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