MAM
Mindshare launches global wearable technology unit Life+
MUMBAI: 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 Mindshare North America MD- Mobile Jeff Malmad 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 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 8 July, 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.
Mindshare chief digital officer Norm Johnston 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.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
