Advertising

*

Grey and Mindshare go FAST together

Published by

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.

Comments

More Advertising

*

Advertising

Engagement better than eyeballs for brands

Content which engages the right consumers rather than attracting an endless stream of clicks from irrelevant customers is what brands should be aiming for. A panel at Creativepool’s Connect: London festival agreed that it is better for content...

Posted by: Industry Updates
*

Advertising

Ryan Giggs’ brother Rhodri signs for Paddy Power

Rhodri Giggs has been unveiled as the face of Paddy Power’s new ‘loyalty’ campaign via an ad which mocks his ex-pro footballer brother Ryan and the affair which shocked the UK. In the tongue-in-cheek spot, Rhodri pokes fun at...

Posted by: Industry Updates
*

Advertising

Behind the Idea: Coca-Cola x Premier League

Coca-Cola launched a campaign to mark a new strategic partnership with the Premier League last week positioning the beverage and sport as things that bring people together. Alec Mellor, marketing manager at the brand, offers insight into the...

Posted by: Industry Updates