Mindshare has launched The Loop – a data infused ‘war room’ in Asia.The agency hopes that through the new offering, clients can make more collaborative and adaptive decisions across their paid, owned and earned marketing in real-time.Through The Loop, brand marketers can track consumer response, and competitive moves. Clients can hence adapt the usage of media channels and the content, based on this data, in near real time. The Loop is also used to track competitor efforts in paid, owned and earned media, as well as providing intelligence on trending and viral news, videos and pictures.The Loop has two modes – strategy and campaign.In strategy mode, The Loop enables collaborative and adaptive decision making through the mixing of fast and slow data across a spectrum of different disciplines such as business planning, strategy, creative and communications planning, and across client agency networks.In campaign mode, Mindshare takes third party data feeds and tools and combines them with media spend, performance tracking and intelligence systems, to provide instantly actionable insight that can be executed in real time across paid media, all backed up by the power of Twitter data.The Loop is already operational in the US and further ‘Loops’ will be installed in Singapore, Austria, China, France, Germany, India, Ireland, Mexico, the Netherlands, Poland, Turkey, the UK and the agency’s Worldwide office in London.In Mindshare North America, The Loop is already being used by clients such as Unilever and Jaguar to plan and optimise their Super Bowl advertising investments.Mindshare is also leveraging its existing partnership with Twitter to provide Twitter Live Studio services for select clients in Loop markets.Ashutosh Srivastava, chairman Asia and CEO emerging markets group at Mindshare, said that The Loop is kicking off first in Delhi with the IPL for Pepsi and Singapore and Shanghai to follow shortly."Based on client response we will take it to more markets in the coming months," he added.
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