Grey London and Mindshare have partnered to establish a bespoke unit that combines creative, data and media planning and buying to deliver adaptive, personalised, programmatic advertising at an unprecedented speed and scale. Called “Mindshare FAST@Grey London,” the unit marks the first time that Mindshare’s FAST (Future Adaptive Specialist Team) has partnered with a creative agency on an ongoing basis. FAST integrates SEO, paid search, digital display, paid social and programmatic and currently operates out of four regional hubs, including London.
Mindshare FAST@Grey London will be based out of Grey’s Hatton Garden office and complement Grey Response, the agency’s recently launched direct marketing and CRM division. The model sees the creative and media agencies working together from brief to delivery and beyond. By collectively using a wide range of behavioural and contextual data signals to optimise the media buy and improve the relevancy and delivery of the message, the team will be able to deliver brand and direct response comms across the entire purchase journey. Examples of these signals (which, when combined are used to drive both creative and media buy) include profile signals such as gender, age, socio-demographic; contextual signals such as geo-location, weather, time/date; behavioural signals such as search, browsing and site data; and re-messaging signals such as purchase history, basket and site data.
Leo Rayman, CEO at Grey London, said: “This is our play with Mindshare for freshly baked, adaptive creative. It’s an end-to-end fusion of creative, media, data and tech that, crucially, allows us to build bespoke campaign narratives across the entire comms journey, not just at point of sale. No one is really doing this, and we’ve put together the ideal mix of people and resources to do it and do it well.” Marco Rimini, CEO at Mindshare Worldwide Central team, added: “Mindshare’s success has always been founded on creating the right solution for a client. Mindshare FAST@Grey London continues this by bringing together the best WPP data, research, insights, media planning, technology and creative services into one simplified offering, in a way that makes sense for clients.”
Mindshare FAST@Grey London is already in production on its first project, a brand campaign for Volvo expected to launch in March, while other campaigns are in the pipeline. The unit is also fuelled by the insights and data from the WPP owned Kantar, the home to the world’s leading research, data and insight brands.