Mindshare Singapore launches content arm

Mindshare Singapore has launched a new full service media unit called Discovery. Christopher Smith will be heading the unit. Discovery will be located in the Mindshare Singapore office.The agency said that this was done because of the increase in frequency of branded content and there was a need for brands to create more meaningful interactions with consumers.Discovery has a team of copywriters, videographers, journalists and event designers. The team is tasked to capture the important moments for brands and consumers, and leverage the power of paid, owned and earned media strategies. Media channels are identified to facilitate the reach and amplification of branded content and events to create awareness, customer conversations and purchase consideration.Nick Seckold, CEO Mindshare Singapore added in a sophisticated digital market like Singapore where its citizens are constantly connected to the web via a multitude of devices, brands are increasingly looking for ways to better connect and engage their audiences on a more personal level.“While traditional mass media channels will always remain a vital ingredient in an integrated communications strategy, it’s no longer enough to influence today’s socially connected mobile consumer,” he added.He added that at its core, Discovery is about the creation and syndication of content and helping clients make their content and stories “discoverable.” The unit’s remit also goes beyond just content alone as it will also be driving areas such as technology, innovation, activation, event management, social and more.“Housing all this under one roof will give our clients a tremendous advantage over their competitors as they will have the ability to be far more adaptive to the needs of their audience regardless of the channel,” Seckold added.“When we examined the market in Singapore and across Southeast Asia, we recognised that although brands have great stories to tell, they lack either the man-power or the skills to reshape branded content in a way that creates a value exchange with their customers," said Smith.Smith added that consumers, especially in SEA, are extremely mobile-centric, and highly participatory in events and activations. hence, with "the right branded content, amplified though the most efficient and effective media channels, will help create those shareable moments that increase a brand’s value and relevancy with the consumer.”