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Mindshare rolls out data ‘war room’ in Asia

Media agency Mindshare has launched what it describes as a data ‘war room’ to help its clients with marketing in real time.

A room in the agency contains screens that monitor data from a variety of sources, enabling clients to quickly shift media spend to where it is needed. Mindshare is calling this “adaptive marketing”.

The agency claims that this is the first time such an approach will cover not only earned and owned, but also paid media.

Called The Loop, the unit is already up and running in the US, and will roll out in Asia first in Gurgaon, India, then in Singapore, Mumbai and Shanghai.

Without such a capability, clients risk being out of step with changing consumer habits and trends, the agency explained in a press release.

Mindshare APAC’s COO Gowthaman Ragothaman said: “The Loop is not just another technological interface but rather a way of life for all of us at Mindshare. As our clients’ lead business partner, we take pride in being their marketing spine.”

“The Loop effectively breaks down all silos and brings all key stakeholders into one single room – creative, media, social, digital, content and production,” he explained.

“The Loop enables real time tracking of the impact of paid media online; how the paid media works with other marketing assets of the brand thereby seamlessly linking paid, owned and earned media on a single canvas,” he said.

One of the first clients to use the facility is PepsiCo.

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