WPP’s media agency network Mindshare and its global creative digital agency POSSIBLE have partnered to create Content+, a content group aimed at generating real-time micro-content.

Content+ will launch units in London, Singapore, and Shanghai with further expansion in the next six months. In North America, Mindshare’s existing branded entertainment and content creation unit Mindshare Entertainment will rebrand to Mindshare Content+ and Entertainment.

Content+ will collaborate with clients and partners using ‘The Loop’ – Mindshare’s adaptive marketing engine – a physical space that enables rapid marketing responses using real time insight to drive real time actions.

Nick Emery, global chief executive of Mindshare, said: “The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. POSSIBLE is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers.

“They are the perfect partner to help us bring our adaptive brand building vision to life with real time marketing for clients. Content+ reinvents how content and distribution will operate.”

Shane Atchison, global chief executive of POSSIBLE, said: “Content+ will allow both POSSIBLE and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands.”

Mindshare recently announced that it would be rolling out a new structure for the ASEAN region, as it looks to tap into the growing “consumption potential” of markets such as Myanmar and Cambodia.