What: Media agency Mindshare and digital shop Possible have teamed up to create Content+, a new content unit aimed at generating real-time micro-content. Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, Mindshare’s adaptive marketing engine, rolled out earlier this year.
Why it matters: Agencies are sharpening their tools as they develop more data assets and devise ways to distribute content, in context, on a real-time basis.
WPP’s media agency Mindshare and digital shop Possible have joined forces to create a new unit called Content+, a content group production hub that brings creative, production, data, technology and media under the same umbrella.
Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising. It will develop programs for the programmatic environment as well as native advertising and social media, e-commerce, mobile and video.
Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, an adaptive marketing engine that help clients to get rapid marketing responses in real time in fields such as programmatic buying, native advertising, e-commerce, video and mobile.
The new hub is set to launch units in London, Singapore, and Shanghai with further expansion in the coming six months. In North America, Mindshare Entertainment – the network’s branded entertainment and content creation unit – will rebrand to Mindshare Content+ and Entertainment under David Lang, chief content officer of Mindshare NA, management.
“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,” said Nick Emery, global CEO, Mindshare.
“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,” added Shane Atchison, Global CEO, Possible.
Content+ introduction comes after the launch sound-based advertising unit Audio+ and wearable tech capability Life+.
