WPP's Mindshare and Possible Partner for Content Offering
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As many agencies fly solo in their attempts to offer brands both paid advertising services and content that can travel well in social media, two WPP shops have decided that they may be better off working together. Media agency Mindshare and digital shop Possible are combining their digital creative and high-tech ad buying capabilities for a content offering called Content+.
Staffers from Mindshare Entertainment and Possible’s content arm will sit together in a number of Mindshare offices around the world to bring together digital creative and production talent with targeted, real-time buying, especially around social channels. The move also rebrands Mindshare Entertainment in North America as Content+, Mindshare said.
“When Shane and I met, it was like this complimentary love affair,” said David Lang, president of Mindshare entertainment. “We focus in areas he doesn’t and vice versa. The missing link for us is what Possible does in light-touch, real-time content.”
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