Mindshare Absorbs Ogilvy’s Neo

Mindshare, the GroupM agency, has absorbed sibling Ogilvy unit Neo, which becomes part of Mindshare’s newly formed Performance Group, the agencies have confirmed. The new unit also houses an operation called FAST (Future Adaptive Specialist Team) which focuses on marketing via addressable channels. For GroupM it’s the second big agency restructuring move in recent weeks, following its decision to fold Maxus into sibling media agency MEC. Neo was formed in 2006 as a digital media unit of Ogilvy.