Content+ is a partnership between media agency Mindshare and its WPP sister, digital agency POSSIBLE, that launched last week in London, Singapore, Shanghai and North America.
“What came from the POSSIBLE guys was their frustration that they didn’t have all the tech or data that we did,” Johnston said. “We were frustrated that a lot of creative agencies just wanted to win awards at Cannes. They’re more interested in winning the annual award for creative than the daily battle their clients face with the competition.”
From that session, the two decided to work together. Content+ is used by Nestlé-owned pet food company Purina – an existing Mindshare-POSSIBLE joint client – and the two entities are talking to about 10 different clients worldwide.
“Our sense is that [merging creativity and technology] is an area where a lot of clients are unhappy,” Johnston said. “[Content+] can empower the creative process. It can provide insight into the brief, because we know behaviorally what people are interested in and what their tastes and interests in film and music. Or we can use data points to change the creative experience they put in front of people.”
Mindshare isn’t alone in trying to figure this out. Its sister GroupM agency Maxus is trying to build collaboration between the historically separate disciplines of creativity and media. And Omnicom agency RAPP hired a head of media in the US to oversee such efforts.
Johnston spoke with AdExchanger about Mindshare’s efforts to conquer this front.