Top Story


Home >> Marketing >> Article

Mindshare Singapore launches content marketing business unit called 'Discovery'

Font Size   16
Mindshare Singapore launches content marketing business unit called 'Discovery'

Mindshare Singapore has launched a new full service media unit called Discovery.
As the frequency of branded content continues to rise, Mindshare believes increasing emphasis is required for brands to have the ability to create more meaningful interactions with consumers. In a media landscape that has traditionally deployed campaigns for mass-consumption, the continued innovation in social and mobile marketing has opened new channels and opportunities for brands to create hyper-personalized experiences for consumers and maximise this powerful value exchange.

Discovery is a team of copywriters, videographers, journalists and event designers who capture the important moments for brands and consumers, and leverage the power of paid, owned and earned media strategies, an area where Mindshare has significant expertise. Media channels are identified to facilitate the reach and amplification of branded content and events to create awareness, customer conversations and purchase consideration.

Nick Seckold, CEO, Mindshare Singapore, said, “We have set up Discovery based on the needs of our client partners as we really are in the best position to help clients leverage the vast amounts of data their media activity generates on a daily basis. In a sophisticated digital market like Singapore where its citizens are constantly connected to the web via a multitude of devices, brands are increasingly looking for ways to better connect and engage their audiences on a more personal level. While traditional mass media channels will always remain a vital ingredient in an integrated communications strategy, it’s no longer enough to influence today’s socially connected mobile consumer.”

At its core, Discovery is about the creation and syndication of content and helping clients make their content and stories “discoverable.” However,Seckold says the unit’s remit goes beyond just content alone as it will also be driving areas such as technology, innovation, activation, event management, social and more. “Housing all this under one roof will give our clients a tremendous advantage over their competitors as they will have the ability to be far more adaptive to the needs of their audience regardless of the channel,” he added.

“Story-driven brands are the ones we remember, and we retell the stories we love. At Mindshare, we want to help our clients tell brand stories in the most meaningful, relevant way possible. That might be through social media, possibly a short form video series, or activations creating shareable experiences with a brand’s consumer base,” said Christopher Smith, Head,Discovery.

“When we examined the market in Singapore and across South East Asia, we recognised that although brands have great stories to tell, they lack either the man-power or the skills to reshape branded content in a way that creates a value exchange with their customers. This is where Discovery can help. Consumers, especially in SEA, are extremely mobile-centric, and highly participatory in events and activations. The right branded content, amplified though the most efficient and effective media channels, will help create those shareable moments that increase a brand’s value and relevancy with the consumer,” Smith added.

Discovery will be located in the Mindshare Singapore office.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...