Mindshare builds on adaptive strengths, partners exclusively with Crayon Data

Mindshare Builds On Adaptive Strengths, Partners Exclusively With Crayon Data

ASIA PACIFIC, 4 August 2014: Mindshare, the global media agency network that is part of WPP, has entered into an exclusive partnership with Crayon Data, to help power its planning, insights and consultancy offering.

Combining Mindshare’s proprietary data and research with Crayon Data’s data collection and analytical capability, means even greater adaptive solutions for marketers. It will provide the ability to not only identify different consumer profiles and segments, but to also target and track those profiles across a complex range of media channels, including social media and video.

For Mindshare, this partnership continues its focus on developing leadership in Adaptive Marketing. Mindshare’s core DNA is about disruption, provocation and speed, working with open source partners to continuously re-define how media agencies should behave. With this in mind Mindshare has entered into a range of strategic partnerships across big data, mobility, online video, cross screen measurement, advocacy and social content. The agency has re-structured its approach to bring data, content, technology and accountability together to unlock dramatic growth opportunities for both clients and partners.

Sudipto Roy, Chief Client Officer APAC and Chairman of Mindshare’s Products, Partnerships & Services council said:

One of today’s key business challenges is the complexity surrounding the collection of data, making traditional database processing and management tools ineffective in helping clients make optimal decisions about their customers’ needs. It’s a fundamental requirement of business success. Without the ability to support customer needs, organizations fail.”

Mindshare has identified Adaptive Marketing as the future of marketing and advertising, focusing marketing efforts on value and impact. Complex data challenges in this approach can include the capture, storage, transfer and analysis of data, which holds key information about business and market trends.

“We are looking at this collaboration to dramatically transform the way consumer insights are mined and connected to our clients’ categories,” said Sudipto. “For one FMCG company we were able to unearth consumer connections and interests in a way that is almost impossible to do through standard research based methods. For a B2B client we were able to unlock and profile a million potential leads, with exact identification of what they would be likely to buy. This is a game changer, both for insights and for performance / CRM based initiatives. It’s not a surprise that Crayon Data was recently chosen as one of the top five companies by IBM’s Watson Developer Challenge.” he added.

Crayon Data is one of the fastest growing ‘big data’ startups. Its SimplerChoicesTM engine simplifies the decision making process for marketers, using proprietary algorithms to sort the complexity and present meaningful connections between data points and providing predictions of what consumers really want. The foundation of Crayon’s Choice Engine is the Taste Graph (B2C) and Interest Graph (B2B).  Crayon’s taste graph (for B2C companies) already has over 550 million taste nodes reaching close to a billion through 2014. Crayon’s Interest graph (for B2B companies) has extensive information on over 10 Million enterprises, with 500M data points.

Suresh Shankar, Founding Director at Crayon Data, said:

Media, analytics and behaviour is all going digital, and choices are proliferating in every aspect of our life from media to daily decisions. The partnership seeks to marry Mindshare's media data sets and expertise, and its innovations like Loop Room, with Crayon's choice engines, algorithms, and Taste/Interest graphs. This partnership forms part of a big transformation and caters to our mission of turning the misery of choosing into the magic of choice.”


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. 


Crayon Data is a big data startup founded with a vision to simplify the world’s choices. One of the fastest growing companies in big data landscape, Crayon Data has built a big data platform that vastly expands the data sets beyond enterprise data. The platform helps enterprises to connect their internal data with the unstructured data outside, including social media. By connecting multi-dimensional data the platform provides richer and more intelligent data-led decisions to its clients. Crayon Data has its headquarters in Singapore and its key development centre is in Chennai.


Wendy Walker

+65 6232 8543