Mindshare, the global media agency network and POSSIBLE, the global creative digital agency, have partnered to create Content+, a fully integrated content group to generate real-time micro-content in a rapid production environment.
Content+ will bring together Mindshare’s global media expertise and collaborative and adaptive decision making, with the creative digital ideation, storytelling and analytic expertise of POSSIBLE to help brands in the fight for consumers’ attention.
Content+ will launch units in London, Singapore, and Shanghai with further expansion in the next six months. In North America, Mindshare’s existing branded entertainment and content creation unit Mindshare Entertainment will rebrand to Mindshare Content+ and Entertainment under the leadership of David Lang, Chief Content Officer of Mindshare NA. This move reflects the scale of branded entertainment and content as well as the real-time capabilities of the new unit that includes the POSSIBLE partnership.
In the real-time world brands require an agile and adaptive solution to their content creation needs across all channels, from programmatic and social newsfeeds to mobile e-commerce applications. Content+ includes a unique intersection of skills, placing creative, production, data, technology and media in one place, enabling the rapid development, targeting and distribution of content to the right audiences at scale, in real-time, in the following areas:
Programmatic: More creative assets to deliver on the hyper-targeting abilities and dynamic creative units promised by programmatic ad buying.
Native/Social: Rapid and relevant native content distributed into real-time environments such as social newsfeeds.
E-commerce: Better and faster brand trade marketing presence in Amazon, Taobao and others to gain market share against increasingly agile competitors.
Mobile: Mobile-friendly and search-optimized assets for smartphones as well as the wider ‘Internet of Things’ – such as wearable technology and new emerging mobile devices.
Video: More dynamic and adaptive creative assets across traditional, social and mobile platforms as well as apps, as video plays an increasing role in engaging consumers.
Content+ will collaborate with clients and partners using The Loop – Mindshare’s Adaptive Marketing engine – a physical space that enables rapid marketing responses using real time insight to drive real time actions. The Loop includes multiple screens monitoring data from over 100 sources in real-time, with data partners defined on a market-by-market basis. It is a marketing “war room” of the future and delivers a core part of the modern marketing arsenal.
Nick Emery, Global CEO Mindshare, said: “The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. POSSIBLE is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand building vision to life with real time marketing for clients. Content+ reinvents how content and distribution will operate.”
Shane Atchison, Global CEO POSSIBLE, said: “Mindshare has deep relationships and experience working with publishers and emerging technology platforms to identify truly unique opportunities for their clients. Content+ will allow both POSSIBLE and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands.”
The launch of Content+ is the latest in a string of initiatives from Mindshare that provide progressive marketers with unique adaptive marketing solutions, including for audio (Audio+) and wearable technology (Life+).