Mindshare partners with Meltwater

Media agency Mindshare has struck a deal with social media monitoring firm Meltwater.

Meltwater will provide social media listening, data consolidation and reporting for Mindshare.

The announcement:

HONG KONG – The global media agency Mindshare has partnered with Meltwater, the leading provider of online intelligence solutions, to specialize its social media offerings to clients.

This initiative is in line with Mindshare’s roll out of adaptive marketing and their strategic media planning process called ‘The Original Thinking Framework’.

As part of the ‘Agency Partnership Program’, Meltwater will support Mindshare on social listening, data consolidation and reporting. The technology used will draw deeper consumer insights based on real-time feedback via online platforms.

Commenting on the partnership, Paul Gibbins, Leader of Mindshare Hong Kong, said: “We are excited to leverage Meltwater’s tools to improve our clients’ social listening. Consumer insight is everywhere but we need to know how to grab the essence and being adaptive, we are devoted to enhancing the capability in this area and make sure we provide the best solutions to our clients’ communication challenges. Meltwater’s technology offerings are an excellent fit for this purpose.”

Mindshare aims at working with Meltwater to raise the industry standard in driving insight from social space, and facilitating data consolidation across different markets in the region.

Mimrah Mahmood, Area Director at Meltwater Asia Pacific said, “GroupM and Meltwater have been working closely together for the last four years in multiple capacities in the social media space. Mindshare is the leader in digital marketing in the region and we are excited to take this relationship further in Greater China. We believe this is the beginning of a long term partnership.”

With 67% of the population (source: Nielsen Media Index 2012 Dec) in Hong Kong actively sharing their thoughts and experiences via social media, the consumer has officially taken the lead on conversations with brands. Social listening is imperative for brands to get first hand consumer insight and then leverage it to match their communication plans.

Source: press release


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