Mindshare Becomes Buyer And Seller

Last week during TV broadcasters’ upfront pitches to ad buyers, one media agency was doing more than just eyeing primetime ad slots to buy. It was working to create its own primetime programming. Mindshare Entertainment, the branded entertainment arm of WPP’s media-buying agency Mindshare, has optioned The Rise of Superman, a best-selling book exploring the performance of action-sports athletes, to develop a TV series called Rise.