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Mediapost: Mindshare NA in Pact With Percolate

By Steve McClellan, Yesterday, 4:07 PM

WPP’s Mindshare North America has struck a non-exclusive deal with content marketing platform Percolate, the companies have confirmed. 

The Percolate deal adds another weapon to Mindshare’s real-time marketing arsenal, which is based on the agency’s proprietary The Loop platform that kicked off earlier this year. The agency will use the Percolate platform to enhance client efforts to plan, create and promote real-time marketing content and campaigns. 

Percolate says it helps brands create content that is “on message” and that is more likely to get traction across social media channels. The company’s clients include Ford, General Electric, and Unilever. 

Founded in 2011, Percolate has not had a problem attracting funding from investors. Earlier this year WPP, through its digital investment arm, acquired a minority stake in the content marketer. That was followed by the completion of a $24 million financing round headed by Sequoia Partners

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