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MediaPost: Playing Their Game – Reaching The ESports Consumer

By Amanda Hechinger, Senior Associate, Mobile Strategy and Life+, Mindshare NA Twenty-seven million championship game viewers. $11+ million in prize money. Screaming fans. Overflowing arenas. This isn’t professional football or hockey. This is eSports: where the athletes are energy-drink gulping, head-set...

eMarketer: Marketers Take Note – Attribution Success Requires Organizational Overhaul

An Interview with: Rolf Olsen, Chief Data Officer, Mindshare North America   As chief data officer at Mindshare North America, the global media agency network that’s part of WPP, Rolf Olsen oversees a team of advanced analytics professionals and is responsible...

Advertising Age: CMO’s Guide to Live Video

What You Need to Know About Platforms, Advertising, the Risks and Rewards It seems like everyone is going live. Whether your dad is showing off his barbecue skills or BuzzFeed staffers are exploding a watermelon, real-time video has become the...

StreamDaily: The Pokemon Effect – One Week In

Industry execs weigh in on the opportunity presented by the AR game; read up before someone mentions a Squirtle at your next meeting. Moving from pocket games and video games of the ’90s into the real world, Pokémon fans worldwide...

Mobile Marketer: What Brands Should Know About Pokémon GO

By Rachel Lowenstein, Senior Associate, Mobile Activation & Strategy, Mobile and Life+, Mindshare NA Pokémon GO has taken over the world. Reports from SimilarWeb emerged on Monday morning that the application had overtaken Tinder in Android app downloads and expected to overtake...

Adweek: Mindshare Wins Glass Lion for Creating India’s First Transgender Pop Band

Tea brand shatters stereotypes In the second year of the Glass Lion award, Indian agency Mindshare Mumbai scored the Grand Prix at the Cannes Lions festival here tonight for creating India's first transgender pop band, the 6 Pack Band, in...

MediaPost: Nielsen’s Cheryl Idell To Head West Coast Ops For Mindshare

Mindshare, part of WPP’s GroupM, has appointed Cheryl Idell to run its West Coast operations. She succeeds Adam Gerhart who was recently promoted to the role of CEO Mindshare U.S. Idell will lead a team of 150 staffers and be...

Advertising Age: Weather Company Incorporates IBM’s Watson Into New Ad Product

The Weather Company is placing a bet on artificial intelligence. In its first major announcement since being acquired by IBM in January, Weather Company is introducing Watson Ads, which will allow consumers to ask questions via voice and text...

Digiday: Publishers still bristle at GroupM’s tougher viewability standards

GroupM’s strict definition of viewability is a touchy subject for publishers. It is so strict, in fact, that of the six publishers Digiday spoke to for this story, not a single executive was willing to go on the record....

Mobile Marketer: The Beginner’s Guide to Altered Reality

While the term may sound like something you would hear in a futuristic sci-fi film, the idea of altered reality is no longer limited to just fiction. Increasingly, it is becoming an integrated part of our world and an...

MediaPost: Mindshare Duo Turn Coffee Cups Into Media, Win Young Lions

Mark Longacre and Catherine Young, both senior associates at GroupM’s Mindshare New York unit, took first place in the “media” category for the 2016 U.S. Young Lions competition. Their campaign strategy turned disposable coffee cups into a powerful medium. More...

AdExchanger: With Android Instant Apps, Google Is Quietly Transforming The Entire App Ecosystem

The web gets surfed and apps get downloaded. That’s the way it generally works. But Android Instant Apps – the ability to stream apps without having to install them – changes the math on that equation. AdExchanger's Allison Schiff...

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Mindshare U.S. Launches NeuroLab To Bust Media And Marketing Myths

Initial Neuro Research Examines Where Audio Trumps Visual—And the Implications for Brands There are numerous steadfast rules for media and marketing, long held by the...

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