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the Loop

Mindshare's The Loop launches globally enabling adaptive marketing in paid media for clients

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By Gillian West | Social media manager

April 24, 2014 | 2 min read

Global media agency network Mindshare is to help its clients make collaborative and adaptive decisions across their paid, owned and earned marketing in real-time with the launch of data infused ‘war room’ – The Loop.

Already operation in the US and used by the likes of Unilever and Jaguar The Loop is a physical room with further Loops set to be opened in Austria, China, France, Germany, India, Ireland, Mexico, the Netherlands, Poland, Singapore, Turkey, the UK and the agency’s worldwide office in London.

Nick Emery, global CEO of Mindshare, explained: “The Loop is different because it’s about cultural change not data trawling. It drives a change in working practices that in turn drives behavioural change, both for our clients’ consumer relations, but also how we work across client agency networks to create one focussed team working adaptively, reacting live and seeing trends ahead of the competition.”

The Loop has two modes, strategy and campaign, and in order to power collaborative marketing decisions Mindshare is leveraging its existing Twitter partnership to provide Twitter Live Studio services for selected clients in Loop markets.

In strategy mode, The Loop enables collaborative and adaptive decision making by mixing fast and slow data across a spectrum of different disciplines, including business planning, strategy, creative and communications planning, and across client agency networks.

Campaign mode sees Mindshare take third party data feeds and tools and combine them with proprietary media spend, performance tracking and intelligence systems to provide instantly actionable insights that can be executed in real-time across paid media, backed up by Twitter data.

With multiple screens monitoring data from over 100 sources in real-time, The Loop’s data partners are defined on a market-by-market basis with US launch partners including Ace Metrix, Moat and Curalate amongst others.

the Loop

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Mindshare

Mindshare is a global media and marketing services company created in 1997. As one of the world’s largest media agencies, Mindshare is responsible for a large majority of GroupM/WPP's global marketing billings and campaigns.  

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