Mindshare APAC launches FAST

FAST is an adaptive suite for brands that will combine six services to provide data-led adaptive marketing.

Mindshare APAC, the global media agency network which is part of WPP, has launched FAST - Future Adaptive Specialist Team - a solution suite which aims to provide data-led adaptive marketing services. It hopes to assist brands to make sense of data explosion and solve the issue of dynamism and uncertainty in the customer journey.

FAST comprises six services that clients can choose from or use as an integrated solution. As part of data management, FAST provides data advisory services to help clients prepare their data management strategy, and to help them on how they can use technology to make sense of the data.

Gowthaman Ragothaman, chief operating officer, Mindshare Asia Pacific, says, "FAST is more than just a concept, it is a step in the right direction - one that is built on a sound understanding of our client's business needs and their expectations of what the future of media should be. By adding new and evolved capabilities and leveraging of our global scale, FAST showcases Mindshare's ability to constantly and quickly adapt to the need of the day, and is poised to be our key differentiator as it begins to deliver results for our clients."

Performance marketing is an insights-driven, outcome-based service that helps clients harness the power of search, e-commerce and mobile marketing in an integrated manner. Real-time marketing is an adaptive decision making engine that influences the dynamic consumer journey, using real-time insights to drive real-time actions.

FAST provides capabilities in digital analytics with tools to understand the digital trail, attributed right down to the last mile action. And for clients who have rich Enterprise data, Mindshare will integrate its own proprietary data with third party data to provide big data services by developing brand specific affinity graphs.