Mindshare SG ups content mktg focus; launches ‘Discovery’
Mindshare Singapore has launched a new full service media unit called Discovery. As the frequency of branded content continues to rise, Mindshare believes increasing emphasis is required for brands to have the ability to create meaningful interactions with consumers. In a media landscape that has traditionally deployed campaigns for mass-consumption, the continued innovation in social and mobile marketing has opened new channels and opportunities for brands to create hyper-personalised experiences for consumers and maximise the subsequent value exchange.
Discovery is a team of copywriters, videographers, journalists and event designers who capture the important moments for brands and consumers, and leverage the power of paid, owned and earned media strategies. Media channels are identified to facilitate the reach and amplification of branded content and events to create awareness, customer conversations and purchase consideration.
“We have set up Discovery based on the needs of our client partners as we really are in the best position to help clients leverage the vast amounts of data their media activity generates on a daily basis. In a sophisticated digital market like Singapore where its citizens are constantly connected to the web via a multitude of devices, brands are increasingly looking for ways to better connect and engage their audiences on a more personal level. While traditional mass media channels will always remain a vital ingredient in an integrated communications strategy, it’s no longer enough to influence today’s socially connected mobile consumer,” explained Nick Seckold, CEO, Mindshare Singapore.
At its core, Discovery is about the creation and syndication of content and helping clients make their content and stories “discoverable.” However Mr Seckold says the unit’s remit goes beyond just content alone as it will also be driving areas such as technology, innovation, activation, event management, social and more. “Housing all this under one roof will give our clients a tremendous advantage over their competitors as they will have the ability to be far more adaptive to the needs of their audience regardless of the channel,” he added.
Mindshare recognises the significant ‘noise’ challenge that brand marketers face today. The agency believes that brands must re-examine how they tell their story when attempting to engage consumers in a way that stands out from the rest.
“Story-driven brands are the ones we remember, and we retell the stories we love. At Mindshare, we want to help our clients tell brand stories in the most meaningful, relevant way possible. That might be through social media, possibly a short form video series, or activations creating shareable experiences with a brand’s consumer base,” said Christopher Smith, head of Discovery.
“When we examined the market in Singapore and across South East Asia, we recognised that although brands have great stories to tell, they lack either the man-power or the skills to reshape branded content in a way that creates a value exchange with their customers. This is where Discovery can help. Consumers, especially in Southeast Asia, are extremely mobile-centric, and highly participatory in events and activations. The right branded content, amplified though the most efficient and effective media channels, will help create those shareable moments that increase a brand’s value and relevancy with the consumer,” Mr Smith adds.
“It all comes back to the stories we tell. Content has always been king. Digital marketing, especially social and mobile, has given brands an opportunity to rule a much bigger kingdom.”
Discovery will be located in the Mindshare Singapore office.
