SOURCE: Spongecell


October 02, 2014 15:25 ET

Mindshare North America Selects Spongecell as Action Partner for THE LOOP

NEW YORK, NY--(Marketwired - Oct 2, 2014) - Spongecell, an award-winning advertising technology company, today announced it has been selected by Mindshare North America, a WPP Company, as an Action Partner in THE LOOP, Mindshare's Adaptive Marketing system. As part of THE LOOP, Mindshare NA's clients can now leverage Spongecell's technology to successfully deliver real-time, curated content across paid media.

"We're proud to have been selected by Mindshare NA to join THE LOOP as an Action Partner," said Ben Kartzman, chief executive officer and co-founder of Spongecell. "Our real-time creative technology is a perfect complement to Mindshare Entertainment's content creation, giving brands the ability to update ads on-the-fly to stay up-to-date and top-of-mind with consumers. We're committed to working with Mindshare NA to deliver dynamic, real-time, interactive ad experiences for its clients."

In order to be named an Action Partner, Spongecell successfully responded to a competitive RFP process focused on business insight, capability, deliverability and success metrics. Spongecell met all of the requirements of an Action Partner, which include:

  • Spongecell's vision, products and offerings align with the principles of Mindshare's Adaptive Marketing philosophy;
  • Spongecell consistently demonstrates industry best practices and best-in-class offerings;
  • Spongecell aligns with the Agency tenets to place data at the center to drive success and move at the speed of culture, and its offering gives Mindshare client brands cultural meaning and relevance

"Spongecell's technology allows us to quickly create engaging, dynamic ads that are updatable, highly personalized and able to run anywhere across the web," said Jordan Bitterman, chief strategy officer of Mindshare North America. "We are very happy to have Spongecell as an Action Partner in THE LOOP. Their technology enables us to create smarter ads that can update to the latest news and hottest trends to give our clients a truly engaging, evergreen online ad solution." 

THE LOOP is Mindshare NA's adaptive marketing engine -- a physical room that enables adaptivity, using real-time insight to drive real-time actions. Featuring multiple screens that provide locally relevant data feeds and cultural context, Mindshare NA uses The Loop to drive behavioral change, both for clients' consumer relations and across client agency networks, creating one focused team working adaptively, reacting live and seeing trends ahead of the competition. It 'closes the loop' on the P.O.E. model by focusing on adapting paid media, based on the best available data. 

About Spongecell
Spongecell ( is an award-winning advertising technology company that makes it easier to transform standard ads into dynamic, interactive digital ad experiences that run anywhere. Using data to drive advertising creative, Spongecell's technology helps brands and agencies create more meaningful consumer engagement, without sacrificing speed. Spongecell works with some of the biggest companies in the world to drive their digital advertising campaigns and bring more interactive and engaging ad experiences to consumers.

An independent, privately owned company, Spongecell is headquartered in New York City and has offices across the United States and Europe. For more information, visit

About Mindshare
Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group. Visit us at and follow us on MindshareInTheLoop, Twitter @mindshare NA and

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