ASIA-PACIFIC – HONG KONG, AUGUST 26, 2013 – In line with Mindshare’s adaptive marketing and strategic media planning process ‘The Original Thinking Framework’, the global agency has partnered with Meltwater as part of its Agency Partnership Program.
Meltwater will support Mindshare on social listening, data consolidation and reporting. The technology used will draw deeper consumer insights based on real-time feedback via online platforms.
"Consumer insight is everywhere but we need to know how to grab the essence and being adaptive, we are devoted to enhancing the capability in this area and make sure we provide the best solutions to our clients’ communication challenges. Meltwater’s technology offerings are an excellent fit for this purpose," said Paul Gibbins, leader of Mindshare Hong Kong.
Mindshare and Meltwater will work closely to raise the industry standard in driving insight from social space and facilitating data consolidation across different markets in the region.
Mimrah Mahmood, area director at Meltwater Asia Pacific, said: “GroupM and Meltwater have been working closely together for the last four years in multiple capacities in the social media space."
According to Nielsen Media Index 2012, 67% of the population in Hong Kong are actively sharing their thoughts and experiences via social media, the consumer has officially taken the lead on conversations with brands. Social listening is imperative for brands to get first hand consumer insight and then leverage it to match their communication plans.
