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Mindshare launches The Loop, makes adaptive marketing a reality

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MUMBAI: Mindshare, the global media agency network, has launched The Loop – a data infused ‘war room’ aimed at helping the agency’s clients to make collaborative and adaptive decisions and across their paid, owned and earned marketing in real-time.

The Loop, a physical room and also a cultural change in working practice, is already operational across five offices in the US. India is the first market outside the US to have a fully functional Loop Room in Gurgaon. A second Loop Room will be up and running in Singapore next week followed closely by Mumbai in June. By the end of June 2014, The Loop will be active in close to 15 markets globally.

Mindshare Asia-Pacific chief operating officer R Gowthaman said, “The Loop Room is not just another technological interface, but a way of life for all of us in Mindshare. As our client's lead business partner, we take pride in being their marketing spine and The Loop Room effectively breaks down all silos and brings all the key stakeholders into one single room - creative, media, social, digital, content and production. The Loop enables real time tracking of the impact of paid media online; how the paid media works with other marketing assets of the brand thereby seamlessly linking Paid, Owned and Earned media on a single canvas. We have been extremely fortunate to have Pepsico’s support in making the Loop a reality. And as we expand the presence of The Loop Room in more offices, we believe we will be positively influencing the industry to look at Marketing Communications in a whole new way"

The Loop includes multiple screens monitoring data from over 100 sources in real-time. Data partners are defined on a market by market, and on a client-by-client basis. The first tool of its kind to impact not only earned and owned, but importantly paid media, The Loop enables clients not only to plan more adaptively and to benefit from more collaborative and adaptive decision making powered by data, but it also enables the shift of media spend quickly to leverage opportunities uncovered by real time data during campaigns – a holistic process Mindshare calls Adaptive Marketing.

By focusing on paid media, which drives owned and earned media, and by bringing together every discipline and stakeholder into a collaborative decision making process, The Loop delivers a core part of the modern marketing arsenal, without which clients can be out of step with today’s fast paced consumer lifestyle.

The Loop has two modes – ‘strategy’ and ‘campaign’. In ‘strategy mode’, The Loop enables collaborative and adaptive decision making through the mixing of fast and slow data across a spectrum of different disciplines, including business planning, strategy, creative and communications planning, and across client agency networks.  In ‘campaign mode’, Mindshare takes third party data feeds and tools and combines them with industry leading proprietary media spend, performance tracking and intelligence systems, to provide instantly actionable insight that can be executed in real time across paid media.

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