Mindshare creates new digital role

Scott Sorokin is the media agency's new interactive guru, and will be taking the global digital lead for Unilever and other clients.

Mindshare is making moves to advance its worldwide digital communications efforts. The agency just announced a newly created position – head of digital, global – to be filled by Scott Sorokin.

Based in New York and reporting to London-based Mindshare Worldwide CEO Dominic Proctor, Sorokin, who will also be on Mindshare’s global executive committee, will lead the media and marketing services agency’s global digital media initiatives for the agency’s Unilever client, as well as develop and implement its digital plans for all its other clients. In doing so, he will be working closely with the head of Mindshare North America, Phil Cowdell.

Prior to taking the role, Sorokin was president of Carat and Carat Fusion, Aegis Media’s digital services agency, where he helmed the growth of digital practices and the development of integrated marketing solutions across its cross-platform marketing programs. Sorokin, who has worked with brands including Dell, Procter & Gamble, Hasbro, Coca-Cola, Intel and HP, also led an agency re-org that bridged the gap between digital and traditional services at Carat, and helped the agency provide integrated communications strategy, planning and activation across all consumer touchpoints.

Earlier in his career, Sorokin held digital and creative leadership positions at MRM Worldwide, Digitas and Modem Media, and was co-founder and managing director of Grey Interactive Worldwide.