• by Steve McClellan  @mp_mcclellan, August 19, 2014

WPP’s Mindshare North America has struck a non-exclusive deal with content marketing platform Percolate, the companies have confirmed. 

The Percolate deal adds another weapon to Mindshare’s real-time marketing arsenal, which is based on the agency’s proprietary The Loop platform that kicked off earlier this year. The agency will use the Percolate platform to enhance client efforts to plan, create and promote real-time marketing content and campaigns. 

Percolate says it helps brands create content that is “on message” and that is more likely to get traction across social media channels. The company’s clients include Ford, General Electric, and Unilever. 

Founded in 2011, Percolate has not had a problem attracting funding from investors. Earlier this year WPP, through its digital investment arm, acquired a minority stake in the content marketer. That was followed by the completion of a $24 million financing round headed by Sequoia Partners. 

“Our clients want to employ real-time ready, culturally-inspired marketing to connect with their audience with the right message, right place, right time,” said Colin Kinsella, Mindshare North America CEO. “This partnership offers our brands the ability to do just that.” 

Added Percolate Co-founder James Gross: “This partnership is a clear indication of how technology can help augment the entire agency process in a really awesome way. “