Castrol and Mindshare in The Loop for Fifa World Cup 2014

03 July 2014, London: Castrol, one of the world’s leading lubricant brands, and Mindshare, the global media agency network that is part of WPP, are activating Castrol’s FIFA World Cup 2014 sponsorship using a state-of-the-art digital Loop room.

The Loop is Mindshare’s adaptive decision-making engine, which uses real time insights to drive real time actions across paid, owned and earned media. Castrol will be the first brand to use the new Mindshare Worldwide Loop, which is based in the agency’s London office and specifically designed for multinational brands working across markets. It provides multi-market relevant data feeds and cultural context, and is designed as a collaborative environment, with all client agencies and the client themselves able to analyse and action data.

In The Loop Mindshare will be using Blab, a social listening platform that is able to predict future conversations through understanding what people are talking about in real time. Castrol and Mindshare will also work with AOL’s BeOn to understand what types of content are most effective in delivering a specific, desired reaction. Other data feeds from Unruly Media will give Castrol market specific views of how different competitors’ share of voice fluctuates based on the sharing of video content in social media, in real-time.

Castrol is using The Loop to explore how brands are activating around the World Cup, in order to further understand their own involvement in major sporting events and help them be part of the conversation.

Marco Rimini, CEO Mindshare Worldwide Central Team said: “The Loop provides clients and agencies with a space to focus on turning insights into action. From fixed marketing to adaptive marketing. We’re delighted to be working with Castrol to help maximize their role in the World Cup.”

The activation is ongoing throughout the World Cup, with an immersion event – including in-match monitoring, analysis and activation, taking place around the semi-final on July 8th.

Mindshare is deploying The Loop in 25+ markets around the world, with operational rooms already being used in the US, India and Singapore with clients.

For further information please contact:

Greg Brooks, Global Marketing Director, Mindshare Worldwide on: 07826 869312 or


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 and follow us on Twitter @mindshare and and


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.