Mindshare to Launch Wearable Tech Unit

Mindshare to Launch Wearable Tech Unit

This story was originally published by

WPP's Mindshare launches Life+, a unit designed to direct advertising dollars into wearable tech and other futuristic products.

SHARE
THIS



A Five-Person Team Will Be Devoted to the ‘Third Wave’ of Digital Advertising.

Mindshare, the global media agency under WPP’s GroupM, is placing a big bet on wearables with a new unit, Life+, devoted to funneling advertising dollars into futuristic products. The unit will experiment with fitness trackers and sensors, smartwatches and augmented reality devices, like Google Glass.

Norm Johnston, chief digital officer of Mindshare Worldwide, likened wearable technology to a third wave in digital advertising — after Internet display and mobile. But he stressed the devices would require “more native content and storytelling” than traditional advertising. “They’re quite intimate and the data shared is very sensitive,” he said. “It’s not about just slapping up ads.”

Jeff Malmad, Mindshare’s managing director of mobile, will lead the unit, which will include two additional staffers in New York and two in London. That number could double by next year, the company said. With Life+, Mindshare is partnering with MapMyFitness, the health and fitness-tracking app owned by Under Armour.

Samsung recently tied up with MapMyFitness for a new device, the Galaxy S5 Sport, with Sprint. Apple and Google have also moved aggressively into health-data tracking technology; as have AT&T and Verizon. Research group IDC estimates the wearable computing market will ship 19 million units this year and grow more than fivefold by 2018.

Read the full article here.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine