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MindShare Australia has entered the sports marketing and branded content arena with the launch of Performance.

The sporting division will be a joint venture between leading media agency MindShare and STW Communications. It will be headed by David Fleming. Content will be run by Michael Dawes.

Fleming, whose sports marketing experience includes stints with International Quarterback, John Eales 5 and STW Sport & Events has worked across a variety of disciplines including athlete management, event and hospitality programs and sponsorship evaluation.

Dawes, former head of television production for Murdoch Magazines and Pacific Magazines, executive produced Australia's leading example of branded content - the multi-Logie winning Better Homes and Gardens TV - and produced a variety of other shows for FTA and subscription television.

MindShare Australia CEO Chris Walton said the investment in Performance was designed to further broaden the MindShare offering which also includes bespoke research, econometric modelling, event and promotional marketing and ethnic marketing.

"The launch of Performance recognises the growing and significant role sponsorship and branded content plays in client communication strategies. Sport's increasing accountability and unparalleled opportunity for creating emotional connections with consumers makes it a powerful tool in the marketing mix. Branded content has grown significantly in the past 18 months and is forecast to explode in coming years. From a mere afterthought, it is now a key media channel." says Walton.

"This is part of a wider strategy of becoming truly channel neutral. To talk a good game in this area you need to have specialist skills and experience. And as well as having the talk you also need to have the capabilities to execute successfully for clients in a truly integrated fashion. Very few companies who say they operate in this space actually have the resources to deliver. We have invested significantly to ensure we can deliver, and deliver well".