Mindshare makes adaptive marketing a reality with The Loop

Mindshare Asia Pacific's data infused 'war room' helps clients to make collaborative and adaptive decisions across paid, owned and earned marketing in real time.

India is the first market outside the US to have a fully functional Loop Room in Gurgaon, which was launched in India in April. The Loop is a physical room and also a cultural change in working practice. It is already operational across five offices in the US.

It includes multiple screens monitoring data from over 100 sources in real time. Data partners are defined on a market-by-market basis as well as in terms of relevance for clients. This is the first system 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 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.

A second Loop Room will be up and running in Singapore in the coming week, followed closely by others in Mumbai and Shanghai. By the end of June, 2014, The Loop will be active in 15 markets around the world.

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 this, clients risk being out of step with today's fast paced consumer lifestyle.

Gowthaman Ragothaman, chief operating officer, Mindshare Asia-Pacific, says, "The Loop is not just another technological interface but rather a way of life for all of us at Mindshare. As our clients' lead business partner, we take pride in being their marketing spine. The Loop effectively breaks down all silos and brings all 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," he adds.

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 insights that can be executed in real time across paid media.

Mindshare is a global media agency network with more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific.