Mindshare pushes for beacon technology in Asia

WPP's media agency Mindshare has partnered up with beacon technology company Footmarks to bring relevant and personalised solutions to brands across Southeast Asia looking to create leading edge retail experiences for its customers.

The alliance will be managed out of Mindshare Singapore's "Discovery" unit.

Christopher Smith, head of Mindshare Discovery, said that there is a growing demand today from brands and consumers alike to create deeper, more personal engagement in retail and that beacons are becoming a vital link in delivering against that demand.

"Beacons have all sorts of application opportunities for our clients across a wide range of sectors, so we are excited to explore the possibilities and help our clients continue to innovate and create deeper engagement with their customers."

Smith added: "We were looking for a partner, an innovative company, to bring beacon technology to Asia [...]The beacon category is gaining significant momentum globally, but we are yet to see it scale here in Singapore.  Asia as a region is emerging as a global hotbed of innovation, so our partnership with Footmarks will provide our clients an opportunity to lead the charge and leapfrog their competitors."

Todd Paris, president, Footmarks, commented: "Having worked in advertising throughout Asia for many years, I know Mindshare and the Asia Pacific Region are always at the leading edge of market and media innovation."