Global MindShare, an advertising agency, is undergoing restructuring by integrating its services with all functions and staff moving into the core organization, says a press release yesterday.

The reintegration would be in the areas of communications strategy, sports sponsorship, and content creation.

The restructuring has been initiated in all of MindShare's 97 offices in 67 countries.

The four newly established groups, under the restructuring programme, are client leadership, business planning, invention and exchange of media planning and trading, which are the combination of 12 separate agency units and discipline.

MindShare is also introducing a new viewpoint named 'The Value Exchange' which means a brand's valuation is driven by the sum total of exchanges between consumers and the brand.

According to the press release, the goal of the restructuring of the agency is to create a new breed of marketing services agency, dedicated to developing medianeutral business solutions for clients.

MindShare was founded in 1997 in New York and the agency's global headquarter is in London.