Mindshare Names Sorokin to Head Up Digital for Unilever

sorokin-crop.jpgScott Sorokin, the former president of Carat USA who left the agency by mutual agreement last October, has joined WPP-owned agency network Mindshare as head of global digital communications.

Sorokin will focus on the Unilever account, but he may also contribute to other clients’ digital efforts. He’ll have no direct reports, since the company integrated its digital unit, Mindshare Interaction, with its traditional media teams as part of a 2008 reorg.

As head of digital, global — a newly created post — Sorokin will not replace Norm Johnston. Mindshare’s existing global digital leader. A spokesperson said Johnston remains with the company, based in London, while Sorokin will be based in New York. Despite the presence of the “global” appellation in both men’s titles, their duties are more directed to the needs of specific brands than to the international management of the agency.

“It’s primarily a client-oriented appointment, but it’s not limited to that,” said the spokesperson.

Mindshare’s recent work for Unilever has included a series of Web-only videos for Breyers ice cream. The videos place “30 Rock” actress Jane Krakowski inside classic films “Gone with the Wind” and “King Kong.”

Sorokin’s contribution to the Unilever business will be aided by his earlier work on behalf of Procter & Gamble while he was at Grey Interactive. At other agencies (MRM Worldwide, Digitas, Magnet Interactive, and Modem Media) he led digital strategy on behalf of clients like Hasbro, Coca-Cola, and HP.

Sorokin’s reappearance on the digital ad scene comes as his former boss, Sarah Fay, steps down as Carat’s North America CEO.

In addition to his executive role, He also will serve on Mindshare’s global executive committee.

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