Mindshare UK Career Journey: Life Lessons and Media Strategy in the Age of AI

As Senior Brand Manager at Mindshare UK, Juliet Pigache reflects on her career path

3 min read

When it comes to the future of advertising, few agencies are as influential as Mindshare UK — and few leaders embody its forward-thinking spirit as well as Juliet Pigache. With a career that spans Carat, Beauty Pie, and now her role as Planning Director at Mindshare, Juliet has consistently shown how creativity, data, and innovation can come together to shape brands that resonate with millions.

Juliet’s Career Journey: From Media Planning to Mindshare

Juliet’s path into marketing began with a background in psychology at The University of Manchester — a discipline that sharpened her understanding of human behavior, decision-making, and consumer instincts.

Her first steps into media planning at Acumen Media Partners soon led her to Carat UK, where she worked with leading brands like Cadbury, Nivea, Lionsgate, and Wickes. By managing complex accounts and delivering pitch wins (including Lionsgate in 2020), she built her expertise in balancing creativity with commercial results.

Her role at Beauty Pie marked a turning point. As Senior Brand Manager, Juliet helped the direct-to-consumer beauty disruptor launch its first-ever nationwide ATL campaigns across TV, VOD, outdoor, YouTube, and podcasts — cementing its position as a bold challenger brand in the UK market.

Today, at Mindshare UK, she leads as Planning Director, guiding campaigns that fuse storytelling with data science to create marketing strategies that perform on both cultural and commercial levels.

Inside Mindshare: Juliet’s Day-to-Day

As Planning Director at Mindshare, Juliet’s role goes beyond planning ad placements. She is responsible for:

  • Designing media strategies that scale globally but adapt locally.

  • Leading data-informed planning, using econometrics and predictive modelling to drive ROI.

  • Ensuring campaigns maintain consistency across paid, owned, and earned channels.

  • Collaborating with creative and analytics teams to turn consumer insights into actionable strategy.

  • Managing multimillion-pound budgets while ensuring efficiency and performance.

This is the essence of modern marketing — not just delivering ads, but engineering impact.

The Mindshare Difference

Mindshare, part of GroupM, is one of the world’s largest media agencies. What sets it apart is its adaptive approach to media planning, where data and creativity live side by side.

Juliet’s role highlights exactly this difference: human insight, cultural relevance, and technological intelligence all working together. Whether it’s a global FMCG campaign or a digital-first disruptor, Mindshare brings structure and innovation to every brand it touches.

The Future of Media Strategy: AI and Beyond

The next wave of advertising is already here, and AI sits at its core. Juliet’s work at Mindshare shows how agencies can leverage AI for:

  • Predictive analytics to forecast campaign performance.

  • Personalized targeting at scale, without losing brand voice.

  • Creative optimization, where algorithms test and refine content in real-time.

But the lesson is clear: AI is powerful, but people make it meaningful. Juliet’s psychology background and brand-building expertise ensure campaigns are not only efficient but emotionally resonant.

Building a Career in Media Agencies Like Mindshare

For young professionals who dream of working at Mindshare or similar agencies, Juliet’s path offers a roadmap:

  • Skills to master: Media planning, brand strategy, econometrics, and digital platforms.

  • Tools to learn: Google Ads, econometric modelling tools, data visualization (Tableau, Power BI), and social listening software.

  • Mindset to adopt: Be analytical, but never forget creativity. Be curious, adaptable, and collaborative.

Advice for Aspiring Marketers

Juliet’s journey offers inspiration and guidance:

  1. Start with curiosity — understand people before you try to sell to them.

  2. Be multi-skilled — blend strategy, data, and storytelling.

  3. Stay future-ready — AI and digital transformation are changing the industry fast, so keep learning.

  4. Think like a planner, act like a creator — the best strategies come alive when imagination meets structure.

Final Word

At Mindshare UK, Juliet Pigache is more than a Planning Director — she’s a strategist, a connector, and a leader shaping the future of media. Her career proves that modern marketing isn’t about choosing between data and creativity, but about making them work together.

For the next generation of marketers, her story is proof that with the right mix of curiosity, adaptability, and passion, you can make your mark at the very heart of the advertising world.