Mindshare and Possible team to create real-time content agency Content+

This unit will be led by David Lang, chief content officer of Mindshare NA.

Nick Emery, global chief executive at Mindshare, said: “The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and performance marketing demand a new content solution. Possible is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand building vision to life with real time marketing for clients. Content+ reinvents how content and distribution will operate.”

The units will now focus on the development, targeting and distribution of content to the right audiences at scale, in real-time in areas including programmatic, mobile, native, social and e-commerce.

Said Shane Atchison, global chief executive of Possible: “Mindshare has deep relationships and experience working with publishers and emerging technology platforms to identify truly unique opportunities for their clients. 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. Ultimately it is about marketers seeing rapid results that impact their business and brands.”

Further expansion of Content+ is predicted in the next six months.