MAM
Mindshare launches The Loop, makes adaptive marketing a reality
MUMBAI: Mindshare, the global media agency network, has launched The Loop – a data infused ‘war room’ aimed at helping the agency’s clients to make collaborative and adaptive decisions and across their paid, owned and earned marketing in real-time.
The Loop, a physical room and also a cultural change in working practice, is already operational across five offices in the US. India is the first market outside the US to have a fully functional Loop Room in Gurgaon. A second Loop Room will be up and running in Singapore next week followed closely by Mumbai in June. By the end of June 2014, The Loop will be active in close to 15 markets globally.
Mindshare Asia-Pacific chief operating officer R Gowthaman said, “The Loop Room is not just another technological interface, but a way of life for all of us in Mindshare. As our client’s lead business partner, we take pride in being their marketing spine and The Loop Room effectively breaks down all silos and brings all the key stakeholders into one single room – creative, media, social, digital, content and production. The Loop enables real time tracking of the impact of paid media online; how the paid media works with other marketing assets of the brand thereby seamlessly linking Paid, Owned and Earned media on a single canvas. We have been extremely fortunate to have Pepsico’s support in making the Loop a reality. And as we expand the presence of The Loop Room in more offices, we believe we will be positively influencing the industry to look at Marketing Communications in a whole new way”
The Loop includes multiple screens monitoring data from over 100 sources in real-time. Data partners are defined on a market by market, and on a client-by-client basis. The first tool of its kind to impact not only earned and owned, but importantly paid media, The Loop enables clients not only to plan more adaptively and to benefit from more collaborative and adaptive decision making powered by data, but it also enables the shift of media spend quickly to leverage opportunities uncovered by real time data during campaigns – a holistic process Mindshare calls Adaptive Marketing.
By focusing on paid media, which drives owned and earned media, and by bringing together every discipline and stakeholder into a collaborative decision making process, The Loop delivers a core part of the modern marketing arsenal, without which clients can be out of step with today’s fast paced consumer lifestyle.
The Loop has two modes – ‘strategy’ and ‘campaign’. In ‘strategy mode’, The Loop enables collaborative and adaptive decision making through the mixing of fast and slow data across a spectrum of different disciplines, including business planning, strategy, creative and communications planning, and across client agency networks. In ‘campaign mode’, Mindshare takes third party data feeds and tools and combines them with industry leading proprietary media spend, performance tracking and intelligence systems, to provide instantly actionable insight that can be executed in real time across paid media.
Brands
Oyo parent Prism appoints former Sebi chief Ajay Tyagi to Board
Former market regulator joins Prism to strengthen governance for IPO
NEW DELHI: Prism, the parent entity of Oyo, has appointed former Sebi chairman Ajay Tyagi as an independent director, as the hospitality firm gears up for its planned Rs 6,650 crore initial public offering (IPO).
Tyagi, a 1984-batch IAS officer, served as chairman of the Securities and Exchange Board of India (SEBI) from 2017 to 2022. His appointment is aimed at strengthening the company’s governance framework and providing strategic oversight as it moves closer to a public listing.
He joins a high-profile board that already includes several prominent names from global business and policy circles. These include Troy Matthew Alstead, former CFO and group president of Starbucks; Aditya Ghosh, co-founder of Akasa Air; Deepa Malik, paralympic athlete and Padma Shri awardee; William Steve Albrecht, professor of accountancy at Utah State University; and Bejul Somaia, partner at Lightspeed Venture Partners.
Prism founder Ritesh Agarwal, said Tyagi’s experience in capital markets regulation and public-institution stewardship will be critical as the company scales operations and enhances long-term accountability.
The company recently filed preliminary papers with Sebi to raise Rs 6,650 crore through a confidential route. Market sources estimate its valuation will be in the range of $7 billion to $8 billion.
Over the course of his career, Tyagi has held senior roles in the ministry of finance, where he oversaw investment policy and financial-sector reforms. His induction to the Prism board signals a renewed focus on aligning the company’s internal standards with the stringent requirements of public markets as it advances toward its IPO.
