• by Steve McClellan  @mp_mcclellan, November 18, 2014

Two WPP shops -- Mindshare, the GroupM media agency, and Possible, a global creative digital agency-- have partnered to create Content+, a content group to generate real-time micro-content in what the firms say will be “a rapid production environment. “

As part of the new arrangement, Mindshare’s North America branded entertainment unit Mindshare Entertainment will become part of Content+ and be rebranded Mindshare Content+ and Entertainment. It will remain under the leadership of David Lang, chief content officer, Mindshare NA.

The firms said the new content unit would develop programs for the programmatic environment as well as native advertising and social media, e-commerce, mobile and video.

Content+ will collaborate with clients and partners using The Loop, Mindshare’s real-time marketing operation that was rolled out earlier this year.

Nick Emery, global CEO, Mindshare, said: “The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. Possible is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand-building vision to life with real time marketing for clients.”  

Added Shane Atchison, Global CEO, Possible: “Mindshare has deep relationships and experience working with publishers and emerging technology platforms to identify truly unique opportunities for their clients. Content+ will allow both Possible and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands.”