Dive Brief:
- WPP's Mindshare has launched a new unit, Life+, dedicated to wearable tech.
- The five-person team will experiment with ad options for tech like fitness trackers, smartwatches, and augmented reality devices like Google Glass.
- To help learn more, Life+ is partnering with MapMyFitness, a health and fitness tracking app owned by Under Armour.
Dive Insight:
Kudos to Mindshare for jumping headfirst into an uncertain market. If wearables take off in the way that many are predicting, the Life+ unit will have a major head start. There could also be opportunities for Mindshare to leverage its knowledge later with other entities that want to jump in once the technology proves itself more valuable.
