Mindshare Singapore match-make brands with branded content through M-Content platform

Mindshare recently launched its latest version of M-Content at an event “The Future of TV’, in collaboration with cable TV operator, Starhub Cable, and the Media Development Authority of Singapore (MDA).

M-Content is a four-party eco-system, consisting of channel partners, content producers, MDA and Mindshare, that will promote the cultivation of the best and latest content ideas from a talent pool of the best creative minds in the business. These made-for-web TV concepts are branded content marketing platforms for Mindshare’s clients to participate and commercialize, on a first-right-of-refusal basis.

‘Today, we are shaping The Future of TV for our clients to get a head-start, where they can leverage on the best content ideas available from top content producers around the region, to gain competitive advantages for their brands,’ said Peter Diermayr, Managing Director of Mindshare Singapore, during the event. During his opening address, he added that while most marketers are still ring-fencing the media world into offline and online worlds, the time will come soon when the two worlds will co-exist in one converged environment.

The M-Content platform will be spearheaded by Mindshare’s Head of Invention, Jimmy Lim, with consulting support from GroupM ESP unit. ‘With internet video consumption growing rapidly, and offering a 360-degree immersive viewer experience, clients will find M-Content a viable, if not sustainable, advertising and marketing model, ranging from search viewing and targeted advertising to direct participation and more immersive audience engagement, said Lim, in his presentation at the event.

In the coming months M-Content will launch some of today’s best video content ideas, with themes ranging from emotionally charged documentaries, youthful fun-filled game shows, reality dating shows, musical travelogues, epic adventures, sabbatical journeys, social entrepreneurship ventures, relationships, and even a horror genre, and every concept has been crafted with consumer engagement in mind.

Mindshare Singapore announces 2nd Co-Creation platform : ‘Facebook Apps for Hire’

Following the recently launched “Mobile Apps for Hire’ platform, Mindshare’s Invention unit announces yet another co-creation platform with major Facebook application developers, named the “Facebook Apps For Hire’

As more brands and businesses begin to appreciate that Facebook can be one of today’s most impactful marketing tool for them, applications will become more relevant to continually engage their fans, thus creating stickiness for the brands.

‘Facebook is a part of millions of people's lives all around the world providing unparalleled distribution potential for branded applications to deliver utilities to consumers, and the opportunity to reinforce engagements that are highly relevant to people’s lives,’ says Jimmy Lim, Head of Invention for Mindshare Singapore

According to Facebook latest figures, more than 500,000 applications now reside on Facebook globally, which are used by more than 70% of the users. More than 250 applications have more than 1 million active users. So a branded application that is interesting, utilitarian or fun, enables advertisers to promote a brand and attract fans via viral marketing.

The ‘Facebook Apps For Hire’ platform enables brands to lease an application’s programming code from Mindshare’s group of partner developers, which they can localize for individual countries and purposes, without the hassle of building an application from groud zero, as such process would normally take 6 months or more depending on the complexity required.

‘Brands are facing constant pressure on costs and razor thin timeline to get ahead of competition. With this foresight and innovation, we decided to set up such a platform, as it benefits all stakeholders in the social economy ; developers, brands and even consumers,’ Lim sums up.

Mindshare ‘Mobile Apps For Hire’ announces 2nd app : OmniHunt

With location-based mobile utilities fast gaining popularity, Mindshare Singapore recently co-developed the OmniHunt app that is loaded with an augmented reality function. The app allows brands to run mobile marketing campaigns to drive consumers to specific locations using the app’s GPS geo-targeting feature.

MOBILE PROMOTIONS
'For example, brands can deliver mobile discount vouchers via the app, and this eliminates wastage as the vouchers will only activate when a motivated consumer arrives at the brand’s outlets. This helps brands saves thousands since they do not need to print paper vouchers which are randomly distributed. The app will also be able to track and measure consumers’ behaviours to different promotions, thus enabling more informed decision-making for future campaign planning,'says Jimmy Lim, Head of Invention for Singapore.


EASY-TO-MANAGE CONSUMER ACTIVATION
Brands can also organize Treasure Hunt-style games minus the hassle of planting clues in physical locations. An entire Treasure Hunt game can be set up within minutes by a remote-controlled Content Management System. The system will remotely track the progress of the entire game, thus eliminating the need to hire stewards to supervise the game, saving brands thousands of dollars.

FASTER & CHEAPER FOR MARKETERS
The OmniHunt is part of Mindshare Singapore’s ‘Apps For Hire’ platform which helps brands to tap into the ever-growing mobile marketing space with branded apps, as it enables brands to go to markets faster and cheaper, by up to 50%, than conventional customized app development.

The ‘Apps For Hire’ platform enables brands to lease an application’s programming code from Mindshare’s group of partner developers, where brands can localize them for individual countries and purposes, without the hassle of building an app from ground zero, as such process will take 6 months or more depending on the complexity required.

IMMERSIVE BRAND EXPERIENCES
‘Parents with kids can use the app to bond through hunting games, such as hunting for aliens or monsters which will appear on their iPhone screens once they are pointed to the right directions. It is great for FMCG brands seeking to increase engagement level with their target audiences, the possibilities are endless,’ adds Lim.

The app is also available for leasing and customization in any country. In Singapore alone, the OmniList app is currently being adopted by a few brands.

Those interested in ‘Apps For Hire’, please contact jimmy.lim@mindshareworld.com or call +65 94505464

Mindshare Singapore announces ‘Mobile Apps For Hire’ with OmniList

Mindshare Singapore’s Invention unit recently launched a mobile application with home-grown app developer, Omnitoons, under Mindshare’s latest co-creation initiative ‘Apps For Hire’.

The apps leasing platform helps brands to tap into the ever-growing mobile marketing space with branded apps, and it enables brands to go to markets faster and cheaper by up to 50% than conventional customized application development.

The ‘Apps For Hire’ platform enables brands to lease an application’s programming code from Mindshare’s group of partner developers, which brands can localize for individual countries and purposes, without the hassle of building an application from ground zero, as such process would normally take 6 months or more depending on the complexity required.

The first of such apps is the OmniList, a GPS-enabled location-based listing application available for the iPhone and Android platforms.

‘We understand many brands only use branded apps for tactical purposes. So it would be more cost effective to lease an app than to invest in one, especially when your campaign only lasts for a couple of months. For example, you wouldn’t buy a car when you are only using it to fetch your overseas guests for a month,’ says Jimmy Lim, Head of Invention for Mindshare Singapore.

‘The OmniList app is the first of many apps co-developed with partners like Omnitoons. We are in the process of co-developing more ‘lifestyle-enhancing’ apps with other developers as well. These apps are co-created as a result of our understanding of the increasingly popular mobile lifestyle utilities that will help brands reinforce engagement with their consumers,’ adds Lim.

‘Brands are facing constant pressure on costs and razor thin timeline to get ahead of competition. We are glad Mindshare has the foresight and innovation to set up such a platform, as it benefits all stakeholders in the mobile economy ; developers, brands and even consumers,’ says Karen New, Managing Director of Omnitoons.

The app is also available for leasing and customization in any country. In Singapore alone, the OmniList app is currently being adopted by a few brands.

Those interested in 'Apps For Hire' are encouraged to email jimmy.lim@mindshareworld.com or call +65 94505464

Mindshare's Greatest Night!

Read my lips, the coalition will work....



Ashu wants me to plug BP in the next speech...



R'll b bag....



M&Ms....



Greg, stop touching my...



I'll show you mine if you show me yours....



I would like to say BP is great for.....



Yeah, now we can go back to the office and work....



Greg, stop touching and smile for the camera....



Bachelors of the year....



Don't believe? Look again....



The G force in full force...



I'll approve your claims if you drink this...



Approved!



Yeah, claims approved! More drinks, but he's paying...

Mindshare Singapore is the Agency of the Year 2010!

Mindshare Singapore dominated the Marketing Magazine Agency of the Year 2010 awards last night, picking up recognition in four categories, and a historic first ever Overall Agency of the Year beating over 100 agencies across all marketing categories.

The Marketing Magazine awards are unique to the industry because the judging panel is comprised of the only people whose opinions really matter, the clients.

In the end over 1,000 clients voted for this year’s winners and despite stiff competition from over 100 Creative, PR, Digital, Branding, Packaging and of course other Media agencies, Mindshare took home awards in two digital categories, as well as maintaining its six year winning streak as Media Agency of the Year.

Most impressively, Mindshare Singapore become the first media agency ever in this market to take home the coveted Overall Agency of the Year, leaving behind traditional heavyweights like Ogilvy, Blue Interactive, DDB, Saatchi, Leo Burnett and Edelman.

The awards tally :
• Overall Agency of the Year
• Gold – Traditional Media Agency of the Year
• Gold – Non Traditional Media Agency of the Year
• Silver – Mobile Marketing Agency of the Year
• Bronze – Search Agency of the Year

'We made a brave announcement to the industry in 2009 that we're not just another media agency, and these wins are proof that we're walking the talk,' said a jubilant Peter Diermayr, Managing Director of Mindshare Singapore.

'As we continue to be the best media agency in town for traditional planning, we've also proven our prowess in the non-traditional areas,' he continues.

In its special Agency of the Year 2010 report, Marketing noted that Mindshare Singapore usurped the majority of the marketers’ votes to claim ownership to the coveted blue cube for the Overall Agency of the Year. It is a given trend that the role of a media agency is undergoing a metamorphosis and this year’s results has only validated the change in tide.

The report also noted that Mindshare garnered significant votes in the search and mobile marketing categories, which is a testimony to where the industry is headed. Digital, for Mindshare, co-exists with traditional media. The way the agency has taken to digital and its seamless integration is reflected in its work for Tiger, Heineken, HSBC, HPB, Starhub, Nissan, Kotex and others. Its M-Social platform has helped defined the social media marketing parameters for many of its clients who were reluctant in this area in 2009.

The M-Content platform too is thriving, with many content projects in the pipeline such as ones with the Media Development Authority of Singapore (MDA), as well as a network to facilitate the exchanges of thought leaderships between MDA, content producers and marketers.

The report attributed Mindshare’s success to key factors such as the formation of the Business Planning unit to lead the integration of analytics, consumer insights and strategic planning to help clients identify new business opportunities. Not forgetting the Invention unit, often dubbed its creative arm, to provide content and digital innovation strategies for clients looking beyond traditional channels.

Lastly, it reported that with hot digital property and WPP stable mate, Blue, winning 2009’s Agency of the Year, and now with Mindshare’s claim on the 2010 edition, perhaps the era of the good old creative agency (Ogilvy won the 2008 edition) getting all the attention has passed?

Peter says hello!

Mindshare Singapore’s MD, Peter Diermayr, is confident 2010 will be the year of the full service model.

Diermayr has hit the ground running literally since taking on the MD role, as many clients and staff can account for. He has met a lot of senior clients, yet he wished there are 36 hours in a day so he can cover more grounds. Alas, he knows there are many exciting days ahead to meet even more clients, and relish the challenges and opportunities their businesses present.

‘I’ve never shaken so many hands in such a short time before. But I am enjoying the warm reception from all the clients, and my new colleagues as well,’ Diermayr muses.

He continues, ‘I am confident we have the most comprehensive marketing services, beyond media offerings, that our clients will find helpful to their business challenges. I have seen how 2009 has transformed our vision to be our clients’ lead business partner into the realization that Mindshare has the appropriate insights and talents to help clients to leverage on the opportunities from the recovery taking shape in 2010. Which explains why Mindshare is ranked by Fast Company as the top 10 most innovative marketing companies recently.’

Diermayr, who has been a Client Leader in the Mindshare Asia-Pacific regional team since 2008, will be responsible for maintaining the agency's leadership position in the market and for rolling out new services for clients, especially in the areas of digital, content, activation and analytics.

With regards to the Singapore team he has inherited, he proudly announces, ' I am honoured to serve a great agency with award-winning teams who are well-respected by industry peers and clients. It has been 2 months since I took on the role, and I can see now why the Singapore office sets the benchmark for the industry. I have met a lot of senior clients since and have noted their ambitions,' says Diermayr, an avid ice hockey player.

He says, 'Thank you to those who have set aside time from their busy schedules to give me the low-down of their sectors. I can sense their eagerness to leverage on Mindshare’s diverse range of services to achieve those ambitions.'

On his plans in the next months, he says' 'I hope to continue my roadshow in the next couple of months to meet clients whom I have yet to meet. Thereafter I would like to work with my colleagues to map out business-driven strategies for our clients to ride the recovery wave of 2010.'

'I also would like to take this opportunity to thank the senior Exco members who have helped me ease into the role, and for their support as we remodel our business structure and chart growth strategies for our people, company and clients,' he adds.

Finally, with regards to what clients should look forward to in 2010, he says, 'I would like to end by saying digital is not the future anymore, it is the present, co-existing with offline media. Insights are the fuel to identify market drivers, issues and opportunities for our clients’ businesses. Invention is where we add a new dimension to contact planning, by augmenting contact points with compelling content, services and applications that capture the attention of our clients’ customers – essentially creating the ideal customer journey.'

'To borrow a Steve Jobs’ quote, innovation distinguishes between a leader and a follower. Here’s to a year of innovations for everyone!' quips Diermayr.

Fortune arrives in Mindshare's digital unit

Gregory Fortune joins Mindshare Singapore as Digital Director this week. Greg's role will encompass digital leadership overall, as well as the leadership of selected key clients.

Greg joins us with 7 years experience in the digital industry. He joins the network coming from Walker Digital Media, a well established digital company in the UK, where he was Director Digital & Trading, managing a large portfolio of clients. Other
previous roles include Total Digital Media in the UK and Atkins Ltd in
Shanghai.

His experience encompasses all aspects of digital media activities,
including identifying and outlining long term strategy, campaign planning,
buying, DR activities, online demand generation, social marketing,
trafficking and reporting. He has worked across a large variety of
industries, most notably FSI, Automotive and Casinos, but also ventured
into IT, Travel and Hospitality industries.

Greg is no stranger to the region, he grew up in Hong Kong, worked in
Shanghai and after his stint in the UK is now happy to return to the Asia
Pacific region.

Mindshare in Fast Company's Most Innovative Companies 2010 List

Fast Company's annual global Most Innovative Companies issue honours major brands and companies including Facebook, Google, Cisco, Disney, and GE, along with such rising newcomers such as Intermap Technologies, Foursquare, and Clearwire.

Mindshare is ranked No. 8 in the Advertising and Marketing category, and is the only media network to be listed in the 2010 list which also included Grey, Crispin Porter + Bogusky, Goodby Silverstein and Partners and Unilever.

For the full list, please click below :

http://www.fastcompany.com/mic/2010/industry/most-innovative-advertising-marketing-companies

Overall, Fast Company recognized 250 plus companies, including the Top 50, 59 Innovation All-stars culled from past Top 50 honorees, plus the Top 10 Most Innovative Companies in 24 categories, including advertising and marketing, biotech, film and TV, media, music, and mobile. Intermap was named in the top 10 mobile companies list that also included Google, Apple, Amazon, Ford, and others.

To create this year’s Most Innovative Companies issue, Fast Company’s editorial team analyzed information on thousands of businesses across the globe. The result is a package unlike that of any other business media. It’s not just about revenue growth and profit margins; it’s about identifying creative models and progressive cultures – to define the many forms of innovation that exist across the business landscape.

“It was invigorating to engage with so many exciting new ideas and developments,” said Fast Company editor Robert Safian. “Our goal was to offer a snapshot of the creativity at work in the global marketplace and to inspire the Fast Company audience with illustrations of how powerful and effective business can be.”

Credits :

http://apache.sys-con.com/node/1314707

Mindshare Singapore launches social marketing service.

Mindshare Singapore has announced its latest digital service, M-Social.

Mindshare found that many brands seemed to have taken ad hoc approaches to social media due to the lack of leadership in this area, so it hopes M-Social will provide clarity and structure to various social media dilemmas.

We’ve had clients constantly enquiring about social media and we detected differing viewpoints on how effective social media marketing can be. We believe this is due to the lack of a formal structure in the industry to guide brands in managing their social media presence and the related investments required,’ said Peter Diermayr, Managing Director of Mindshare Singapore.

‘Social media has become an integral part of the consumer experience journey, and it will continue to manifest whether brands are socially active or not. So marketers will find it harder to engage consumers who are newly empowered by the social media tools. A well-planned social media strategy will enable brands to overcome this challenge, said Jimmy Lim, Head of Invention for Mindshare Singapore.

‘We have integrated digital and technology into the core of our business, so it’s a natural progression for us to formalize this new digital service,’ Lim continues.

Through its open-source platform, M-Social will also offer a suite of social media applications by a pool of talented developers. Mindshare believes the branded applications will empower brands to engage their consumers with a heightened sense of interactivity.

Nissan Singapore recently tapped into M-Social to manage its social media platform.

Nissan Crowdsources The Future

In line with its global corporate vision of "Enriching People's Lives', Nissan Singapore recently launched a Facebook application on its fan page, leveraging on the crowdsourcing phenomenon.

Called Nissan Futurelogy, the application allows its Facebook fans to upload text, pictures or videos of what they think Nissan should build as cars in the future.  Fans will get to vote for the best ideas, and the top 10 voted contributors will win cash prizes.

‘Nissan prides itself as a company commited to building cars to maintain a sustainable society for future generations. After all, its cars are ultimately driven by the society, so what better way than to invite people to have a stake in the development of future Nissan models,' said Ron Lim, General Manager for Tan Chong International.

The crowdsourcing phenomenon has been gaining momentum around the world, with some technology brands harnessing the collective wisdom of communities as a mean to enhance product innovations and improve services.

In the automotive sector, Nissan is one of the earliest adopters of this crowdsourcing platform.

‘Communities in social networks are already having conversations about brands, whether brands are participating or not.  These conversations are real and authentic, based on the users’ own experiences or observations.  If a brand can be more active in these communities, it will be able to gain valuable insights to help them make products that are more relevant to their users’ needs,’ said Jimmy Lim, Head of Invention for Mindshare Singapore, the agency who masterminded the Futurelogy social strategy.

Top voted ideas on the Futurelogy application will be submitted to Nissan Japan for consideration in their future product developments. Nissan Futurelogy will be used as an 'always on' gateway between the brand and communities. The application will also allow users to join forums, check Nissan news and even allows the community to organize Nissan related events themselves.

'We believe Nissan will benefit from this crowdsourcing platform because knowledge and talents of the community are leveraged to create content and solve problems. We intend to let the community to thrive organically by ceding some control. One of our key objectives will be to attract the 370Z and GTR fans to use Futurelogy as their official social destination,' said Chan Wai Leng, Senior Marketing Manager for Tan Chong International.

The Power of One

Mindshare Singapore was closed for one day on 26th February 2010 to mark GroupM's Power of One Day, when the 5,000 people working in GroupM offices across the Asia-Pacific region stopped working for clients, and came together to make a difference to their local communities.

Through these efforts, we had hoped to raise funds to contribute to Save the Children's Haiti Earthquake relief efforts and would like to reach out to you to pledge your support.

Any amount would be much appreciated, and your donation will allow Save the Children to provide urgently needed medical attention, safe drinking water and other necessities. Please check out the following website to make your donations :

www.firstgiving.com/groupm-singapore

It was quite inspirational to see the efforts made in the morning, and overall we had a healthy balance between doing good deeds together and having a lot of fun.

There were too many highlights to list them all, but here are just a few:

10+ different group activities for the "Power of Many" in the morning, ranging from East Coast Clean up, Dover Park Hospice visit, Canossaville Children's home visit, Food from the Heart, visiting under-privileged families, Blood Donation drive and Charity Bowling Event.

Over SGD$10k raised for various charities and causes. Almost 200 GroupM'ers joined and survived the walk from Mount Faber to Hort Park

We would like to thank our clients and partners for making our Power of One Day possible.

The Power of One Day (more photos)

The Power of One Day (more photos)

Mindshare Singapore appoints Managing Director

Mindshare Singapore has announced the appointment of Peter Diermayr as its new Managing Director, effective immediately.

Diermayr, who has been a Client Leader in the Mindshare Asia-Pacific regional team since 2008, will be responsible for maintaining the agency's leadership position in the market and for rolling out new services for clients, especially in the areas of digital, content, activation and analytics.

Diermayr will report directly to James Chadwick, GroupM Singapore CEO, and will also have a reporting line to Ashutosh Srivastava, Mindshare Asia-Pacific Leader. Since arriving in Singapore as Regional Account Director for Wunderman Asia Pacific in the year 2000, Diermayr has held various management roles in WPP companies, and will bring a fresh expertise to the agency in the fields of relationship and digital marketing.

Diermayr commented:

"I'm absolutely delighted about this new role, and I can't think of a more exciting challenge than steering this agency into the next decade of growth. Having worked with the Mindshare Singapore team of Directors for the past 18 months, I feel honoured to join and lead them, and I know we can achieve great things together, for our clients and for all the talent in the agency."

Chadwick commented:

"Peter's the perfect guy for this role. He has an Austrian accent like Arnold Schwarzenegger, and in many ways he shares the same determination in business as Arnie in some of his films! But he's also got a very soft-touch with people and complex marketing challenges, and he brings a whole new world of expertise into the agency. He's committed long-term to Singapore, and our clients and our people are going to love working with Peter."

Peter Diermayr's previous appointments:


2008 Partner, Client Leadership, Mindshare APAC
2006 Group Engagement Director, Blue Interactive Marketing, APAC
2004 Client Service Director, Wunderman Germany
2000 Regional Account Director, Wunderman Asia Pacific
1997 Director, Advertising-, Sales Promotions- and Internet, Renault Austria

Tiger wins again at Singapore Media Awards 2009

The Tiger and Mindshare partnership added to its SMA 2008 'Best Use of Outdoor' trophy collection by winning SMA 2009 'Best Use of Newspaper' category for its Tiger Football Survival Kit campaign.

Here is a snapshot of the award winning campaign.

Tiger beer is the TV broadcast sponsor of the English Premier League football championship. This has entrenched the Tiger brand in the hearts and minds of football fans in Singapore.

Its football KPIs are measured as :

a) NFS
‘Nett Football Score’ in the TNS Malt Liquor Brand Tracking (MLBT) Survey.

b) NGF
‘Nett Gap Factor’, the Percentage Difference between Tiger NFS and Carlsberg NFS

Tiger NFS – Carlsberg NFS
______________________ x 100%

Tiger NFS

If positive (+%) = Tiger wins
If negative (-%) = Carlsberg wins

As Tiger started its football campaign in August 2008, its monthly NFS has been declining and it recorded its worst NGF score in June 2008, due to the previous Carlsberg’s massive Euro 2008 campaign.

So Tiger needed a remedy to restore healthy connections with the football fans, not only as the leading brand in football, but as the brand who truly understand the fans’ football experiences.

'Instead of simply running a series of advertisements to announce the sponsorship of yet another English Premier League season, which would also have mirrored the Carlsberg Euro 2008 campaign, Tiger needed to create conversations among the fans to rejuvenate its affinity with football and to recapture share of minds,' said Jimmy Lim, Head of Invention of Mindshare Singapore.

From a series of focus groups, we found out that football fans will go through great lengths to enjoy the EPL telecasts. They do not want to miss a single beat of the 40 weeks of non-stop football action.

But they have their daily routines such as work, social lives and family commitments that will constantly distract them from truly enjoying the EPL action.

To make matters worse, the suspense of watching their teams battle in the world’s most competitive football league will increase their stress levels.

We leveraged on the fact that The New Paper is the de facto source for the latest news surrounding the EPL.

To create immediate traction for Tiger’s football package sponsorship in The New Paper, we conceptualised and produced a Tiger Football Survival Kit for fans to survive potential ordeals over the course of the new 2008/09 English Premier League season.

The results? Tiger's average NFS was higher than Carlsberg from August 08 till May 09. Not only that, Tiger's NGF was reversed from negative to positive over Carlsberg for 7 consecutive months!

Mindshare joins MDA’s efforts to foster more Content 360TV programme development

Mindshare was one of the guest speaking organisations at the Content 360TV Seminar organised by the Media Development Authority of Singapore (MDA), held at Fusionopolis recently.

The Seminar highlighted the growth of video content development beyond the usual television screen, and the integration of various social media tools in such content, to create a 360TV experience for audiences.

MDA aims to catalyse the development of new media properties, or episodic online video programmes distributed exclusively online in partnership with sponsors and online distribution partners. Such media properties or formats should harness the interactive and versatile capabilities of new media platforms, including but not limited to handheld devices, internet channels and social media platforms, to generate international viewership.

Speaking at the Content 360TV Seminar, Jimmy Lim, Executive Director and Head of Invention for Mindshare Singapore, shared Mindshare's multiplatform content development strategies, from conceptualisation, to development, to marketing - essentially, the creative and commercial insights on development of video content properties beyond the traditional media format.

He shared real case examples from the regional Mindshare Invention network, that not only demonstrated the 360 immersive viewer experience, but also have the viable, if not sustainable, business model(s) ranging from advertising to direct participation.

'We are proud to be the pioneer in this next frontier advocacy with the MDA, as we hope it will help both aspiring and professional content producers in Singapore become future forces in popular cultures. In time, we will also be assisting some of these producers to build sustainable business models around their content, through our business planning consultancy unit,' said Jimmy Lim.

Yeo Chun Cheng, MDA’s Chief Information Officer and Director of Broadcast and Music, said: “MDA is pleased that Mindshare is able to give their perspective on Content 360TV and share their expertise with our media content producers. We hope to see more media content which harnesses the merits of new media and delivery platforms to engage viewers and will continue to encourage and facilitate collaborations between Singapore and international media partners to develop next-generation multiplatform content that is innovative and compelling.”

Nissan and Mindshare spread fortune to Singaporeans

Nissan Singapore recently announced that Sgt Kam has gone on leave after spending 3 gruelling months 'nabbing' ignorant consumers unaware of its $300,000 Cash Windfall promotion.

With a turbulent 2009 behind us, and in view of the upcoming Chinese New Year, Mindshare conceptualised a prosperous idea in which Nissan Singapore dispatched the 'God Of Fortune' to spread good luck to all Singaporeans during the weekends. The God Of Fortune was accompanied by 2 pretty lasses who handed out mocked 4D tickets with details of its promotion.

'Based on the insights that every new year, Singapore is usually caught up in the euphoria of the annual Hong Bao Toto Draw, we decided to play on this theme, and who knows, one of the consumers may actually win big because he was blessed by Nissan's God Of Fortune,' said Jimmy Lim, Head of Invention for Mindshare Singapore.

The campaign is also supported by newspaper and on Nissan's Facebook Fan Page.

www.nissan.com.sg/windfall