Mindshare combines with Possible to launch fast turnaround production hub Content+

Amrita Randhawa

Amrita Randhawa

WPP media agency Mindshare and digital agency Possible have joined forces to launch a fast turnaround production hub that brings creative, production, data, technology and media together in one place.

The new unit, called Content+, “reinvents” how content and distribution work in advertising, Mindshare’s global boss Nick Emery claims.

Content+ will operate using Mindshare’s data ‘war room’ The Loop, and help clients who want work produced quickly in fields such as programmatic buying, native advertising, e-commerce, video and mobile.

Possible staff, including copywriters and videographers, will move in to Mindshare’s offices to resource the new entity, with staff numbers varying according to client demand.

The first Asian operations of Content+ will launch in Singapore, where Mindshare Singapore CEO Nick Seckhold will lead the unit, and Shanghai, where it will be led by Mindshare China president Amrita Randhawa.

Wider roll-out of the capability across the region is expected over the coming months.

Emery said that creating ‘micro content’, such as ad banners and vines, at speed is one of the advertising industry’s biggest challenges, and disciplines such as programmatic, search engine optimisation and performance marketing “demand a new content solution,” he said.

Possible was the right partner for Mindshare because the digital agency is tapped into consumer and digital culture, and understands brands and how to engage with consumers, Emery noted.

“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,” he said.

Shane Atchison, global CEO of Possible, added: “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.”

The introduction of Content+ comes after the launch sound-based advertising unit Audio+, which is available across the region, and wearable tech capability Life+, which is currently only available in New York and London.


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