News

Mindshare launches global wearable technology unit

10 July 2014, New York / London / Singapore: Mindshare, the global media agency network that is part of WPP, has set up a global wearable technology group called Life+ to help brands take advantage of the nascent technology.

Life+ is headed by Jeff Malmad, MD of Mobile at Mindshare North America, and is designed to help brands understand the opportunity that wearable technology presents, whilst ensuring issues around privacy and consumer utility are considered and prioritized from the start. Mindshare clients will be able to work with the world’s leading wearable technology companies to learn, discuss and eventually create, brand related applications, integrations and product developments based on wearable tech APIs.

Life+ has already formed a strategic partnership with MapMyFitness, the leader in the emerging Connected Fitness category, building on its advanced technology, data, and rapidly growing global fitness community to create unique opportunities for Mindshare clients.  The MapMyFitness platform engages over 26 million members by supporting over 400 cutting-edge fitness and activity tracking devices, along with top ranked fitness tracking apps on iOS and Android.  The partnership began at an event in New York on July 8th, where Life+ and MapMyFitness worked with Mindshare clients to research consumer receptivity points within their quantifiable ecosystems, including adaptive messaging opportunities based on physical state and needs. MapMyFitness will be joined by other, undisclosed, wearable technology companies to work with Mindshare client teams on brand integration opportunities as part of Life+.

Life+ is open to any Mindshare client interested in understanding the opportunities that wearable technology can offer in enabling consumers to meet their goals and lead better lives.

Mindshare defines ‘wearables’ as any technology worn by a human externally that is ‘beyond the three screens’ and that integrates with a human’s own biometric characteristics, which includes activity trackers (Jawbone), smart watches (Samsung Galaxy Gear), augmented reality devices (Google Glass) fitness watches and sensors (Garmin) and the broader spectrum of health-related devices.

Norm Johnston, Chief Digital Officer at Mindshare, said:  “Twenty years after the launch of the first Internet advertisement, and a year after the long-awaited mobile tipping point, digital marketing is now entering a third and radically different chapter. This new, expanded Internet will give smart brands a chance to give consumers valuable brand content and utilities in a myriad of new hyper-connected destinations. Mindshare look forward to helping our clients navigate and accelerate their efforts in this space.”

The launch of Life+ follows Mindshare’s launch of Audio+ in November 2013, a tie-up with audio recognition service Shazam to audit, map and leverage a brand's audio assets.

For further information please contact:

Greg Brooks, Global Marketing Director, Mindshare Worldwide on: 07826 869312 or greg.brooks@mindshareworld.com


See here for the full article: http://adage.com/article/agency-news/mindshare-launches-wearable-tech-unit/294040/


ABOUT MINDSHARE

Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific.  Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. Visit us at www.mindshareworld.com and follow us on Twitter @mindshare and facebook.com/mindshare and LinkedIn.com/company/mindshare.
 

ABOUT GROUPM

GroupM is the leading global media investment management operation. We serve as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.  Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.