Mindshare and Possible launch content unit

WPP's media agency network Mindshare and its digital agency Possible have teamed up to launch Content+, a content unit aimed at generating real-time micro-content.

The launch is the latest in the string of initiatives from Mindshare, including initiatives for audio (Audio+) and wearable technology (Life+).

Content+ 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 existing branded entertainment and content creation unit - will rebrand to Mindshare Content+ and Entertainment under the leadership of David Lang, chief content officer of Mindshare NA.

Content+ will collaborate with clients and partners using The Loop – Mindshare’s adaptive marketing engine - a physical space that enables rapid marketing responses in real time. The Loop includes multiple screens monitoring data from over 100 sources in real-time, with data partners defined on a market-by-market basis, said Mindshare.

Nick Emery (pictured), global CEO 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 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.”