MUMBAI: Mindshare, a WPP strategic planning and media investment agency, has announced the establishment of a newly formed Content Marketing and Strategic Partnerships practice.

This is Mindshare‘s most recent response to increasing client demand for a unifying content strategy across all forms and formats - paid, owned and earned. In 2005, Mindshare launched Mindshare Entertainment (MSE).

MindShare MD- communications planning Stacy Minero has been promoted to lead this initiative for Mindshare.

Minero will be responsible for driving a more strategic and systematic approach to content marketing from advanced planning to development, discovery, and distribution.

Drawing from a suite of proprietary tools designed to inform strategies and evaluate opportunities, she aims to infuse more insights and analytics into content marketing.

Minero will report to Mindshare Communications Strategy practice head Tim Elton.

Mindshare North America CEO Antony Young said, "Technology is driving consumers to access their entertainment and information across multiple emerging channels, devices and platforms. Our clients are recognising that marketing messaging has to go beyond traditional advertising formats such as, 30 second TV ads if they are to engage consumers and communicate more persuasively. We see a major opportunity to develop content marketing strategies early in the brand communications planning process that captures wider content formats and build these into a wider brand communications effort."

"Stacy‘s demonstrated expertise in creating this link between brands and the often unarticulated needs and desires of their audiences. She also has exceptional digital acumen that can turn content strategies into actionable ideas and partnerships," Young added.

As Practice Lead, Minero will leverage a team across Mindshare‘s entertainment, digital and broadcast groups. They will also look to actively partner with external and independent technology, entertainment and content companies seeking to work with brands.

Minero said, "Everything starts with consumer insights and a deep understanding of mindset and motivation. To create human connections, we need to understand what compels people and link those insights to content ideas that transcend traditional advertising."