Mindshare announced Content Marketing & Strategic Partnerships practice!

Mindshare, a WPP strategic planning and media investment agency has announced the establishment of a newly formed Content Marketing and Strategic Partnerships practice. 

This is Mindshare’s most recent response to increasing client demand for a unifying content strategy across all forms and formats – paid, owned and earned.  In 2005, Mindshare launched Mindshare Entertainment (MSE), which is led by President David Lang, an Emmy Award-winning producer. 

Stacy Minero has been promoted to lead this initiative for Mindshare. 
She will be responsible for driving a more strategic and systematic approach to content marketing from advanced planning to development, discovery, and distribution.  Drawing from a suite of proprietary tools designed to inform strategies and evaluate opportunities, she will infuse more insights and analytics into content marketing.  She will report to Tim Elton, who heads up Mindshare’s Communications Strategy practice.

“Technology is driving consumers to access their entertainment and information across multiple emerging channels, devices and platforms.  Our clients are recognizing that marketing messaging has to go beyond traditional advertising formats such as, 30 second TV ads if they are to engage consumers and communicate more persuasively.  We see a major opportunity to develop content marketing strategies early in the brand communications planning process that captures wider content formats and build these into a wider brand communications effort,” said Antony Young, CEO, Mindshare North America.  “Stacy’s demonstrated expertise in creating this link between brands and the often unarticulated needs and desires of their audiences.  She also has exceptional digital acumen that can turn content strategies into actionable ideas and partnerships.”

As Practice Lead, Stacy will leverage a team across Mindshare’s entertainment, digital and broadcast groups.  They will also look to actively partner with external and independent technology, entertainment and content companies seeking to work with brands. 

Everything starts with consumer insights and a deep understanding of mindset and motivation,” said Stacy Minero, leader content marketing and strategic partnerships.  “To create human connections, we need to understand what compels people and link those insights to content ideas that transcend traditional advertising.”

Stacy most recently headed up Communication Strategy for American Express' US brand efforts, driving content marketing for the company since 2006.  She spearheaded a number of partnerships that enabled Cardmembers to access exclusive content from Lost, Prison Break, Project Runway and 30 Rock among others. Working closely with network partners, Stacy also developed "Shine a Light” to celebrate small business owners and built an integrated program with Glee that used content to support American Express’ social platform “Members Project.” Recently, she shaped two Advanced TV efforts; the first is an always-on brand channel where prospects can explore membership via content. The second enables Cardmembers to use a co-viewing app to purchase curated items from shows like New Girl.