“Agencies used to specialize in search or SEO or social or content, which is a problem,” Singolda said. “Consumers are playing Candy Crush while scrolling through their Facebook stream and checking email. The future is an agency brand that looks at everything – to become part of the behavior is to create the experiences.”
This is why Mindshare in February introduced The Loop, a way for Mindshare to show the effectiveness of media campaigns across channels. Bitterman described this effort as a way for Mindshare to become more proactive in media planning through the use of data.
Each day for one hour, Mindshare pulls client teams with different disciplines, from broadcast to social and search, into one room. These teams sift through client data from buys via tracking platforms. Mindshare develops recommendations from these insights, which it pushes to clients in the hour or day, as opposed to a planning meeting weeks or months down the line.
The Loop has changed Mindshare’s go-to-market process, Bitterman said, since once-siloed teams are now collectively monitoring clients’ competitive position.
“We as an industry have to diminish the distance in how we service current customers,” Bitterman said. This includes thinking beyond standard agency parameters. Using data that comes out of a media buy to feed back in to the creative planning process “even though we’re not a creative agency” is the way everyone needs to be thinking.