WPP's media agency, Mindshare, has announced a partnership with the creative digital agency Possible to release Content+, a real-time, micro-content agency that will be launching in London, Singapore and Shanghai. As part of the move, Mindshare Entertainment will be rebranded as Mindshare Content+ and Entertainment. The new unit will be lead by Mindshare NA chief content officer, David Lang, and will focus on the real-time development, targeting and distrubution of content in programatic, mobile, native, social and e-commerce areas.
Mindshare, has announced a partnership with the creative digital agency Possible to release Content+
Nick Emergy, global CEO of Mindshare, said creating micro-content is one of the largest challenges the industry faces and that “Programmatic, SEO and performance marketing demand a new content solution.” He believes Possible have found that solution by tapping into consumer and digital culture, and adds that “Just as importantly they understand brands and how to engage with consumers.” He feels they are the perfect partner to help Mindshare's real-time marketinf vision come to life, and that Content+ will “Reinvent how content and distribution will operate.” Possible's global CEO, Shane Atchison reciprocates the sentinment. He said “Mindshare has deep relationships and experience working with publishers and emerging technology platforms to identify truly unique opportunities for their clients.” He believes that “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.”
BBDO has claimed the $150 million a year American Family Insurance (AFI) account from Grey after the two agencies both emerged as finalists in a competitive pitch held at Ogilvy & Mather's Chicago office. The search was managed by The Blamer Partnership. Ogilvy recently created the firm's Super Bowl ad festuring Seattle Seahawks quarterback, Russel Wilson and crooner, Harry Belafonte, but AFI split with Ogilvy when the agency began working with AFI rivals, Nationwide, in a campaign featuring Denver Broncos quarterback, Peyton Manning. BBDO's New York offic will be leading the account. The selection won't have any impact on AFI's other shops, which include CommonGround and Mindshare.
BBDO has claimed the $150 million a year American Family Insurance (AFI) account from Grey
Telisa Yanchy, vice president of marketing at AFI, said “BBDO has a long history of working with challenger brands and helping them move to the next level,” and that was what appealed to the brand. She said that in every conversation with the agency “They got the brand and got where it wanted go.” BBDO New York president and CEO John Osborn, adds that he finds the AFI brand to be “Purpose based and inspirational. It has yet to be made clear whether ot not AFI will be advertising in the upcoming Super Bowl, by Yancy said we should all “Stay tuned” for more updates as and when they arrive.
Gala Interactive, a subsidiary of the Gala Coral Group, has handed its media planning and buying account to the7stars, one of the UK's largest independent media agencies, following a competitive pitch. The London-based agency already handles media planning and buying for Coral Interactive, and this account will run in parallel through a seperate team. The £5.7 million account was taken from the incumbent agency, Home.
Gala Interactive, a subsidiary of the Gala Coral Group, has handed its media planning and buying account to the7stars
Phil Walker, chief marketing officer of Gala Interactice, said, they are delighted to hand the7stars the account, and “Look forward to working closely with them over the next few years.” He adds that the7stars has performed strongly for Coral Interactive, and they “Expect similar success with Gala Interactive.” Liam Mullins, head of trading at the7stars, said they are “Looking forward to working with Gala Interactive and its defining online brands.” He says “GalaCasino and GalaBingo are at the forefront of the UK’s gaming proposition,” and the agency are “Excited to help grow these brands even further” alongside their existing work with the Gala Coral Group.