- 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.
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.