Mindshare has launched 'The Loop', a physical space within its office billed as data-infused 'war room', in Gurgaon. ‘Loop Rooms’, which house multiple screens, monitor data from over 100 sources in real time, helping make media decisions using the live data feeds.
‘Loop Rooms’ are operational in five Mindshare offices in the USA. India is the first market outside the USA to have a 'Loop Room' within its office. A second Loop Room will be launched in Singapore followed by one in Mumbai. By June 2014, ‘The Loop’ will be active in 15 markets globally.
R Gowthaman, COO, Mindshare Asia-Pacific, 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."