Mindshare and POSSIBLE Launch Content+ to Power Real-Time Content Marketers

POSSIBLE and the global media agency network Mindshare have partnered to create Content+, a fully integrated content group tasked with generating real-time micro-content in a rapid production environment.

To help brands in the fight for consumers’ attention, Content+ will bring together Mindshare’s collaborative and adaptive decision making expertise with the digital ideation, storytelling and analytic expertise of POSSIBLE.

A WPP company, Mindshare is a network consisting of more than 7,000 employees, in 116 offices around the world. Each office is dedicated to forging competitive marketing advantages for businesses and their brands based on the values of speed, teamwork and provocation.

Launching in London, Singapore, and Shanghai, Content+ will see further expansion in the next six months. In North America, Mindshare Entertainment will rebrand as Mindshare Content+ and Entertainment, under the leadership of David Lang, Chief Content Officer for North America.

In real-time, brands require an agile and adaptive solution to content creation 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. This unique offering enables the rapid development, targeting and distribution of content to the right audiences at scale, in real-time.

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, 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 of 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 of 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+).

Read the Ad Age article here.

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