IPG Mediabrands Opens Innovation Lab

In the US, Interpublic's media innovation arm IPG Mediabrands has opened an 'immersion and exploration center', where clients and IPG staff can collaborate on technology-enabled marketing programs and data systems.

The new 5,000-square foot 'IPG Media Lab' houses a team which works with clients to review and assess new ways to connect consumers in the 'digital space'. At any given time, the lab will feature 50 technologies, platforms and applications, which will be accessed within permanent installations, or 'Permatrends'. These will cover:

• The Mobile World
• Connected Entertainment & Experience
• Retail Innovations
• Social Media and Audience Measurement, and
• Marketing Accountability.

Quentin George, the group's Chief Innovation Officer, says of the new initiative: 'This is the place where our clients can touch, interact and test the applications, platforms and technologies that will help grow their businesses. The lab aims to help global brands better understand where their customers are with technology, where they will be tomorrow and how to better anticipate and respond to opportunities.'

The lab is currently featuring two audience measurement solutions which use facial recognition - Affectiva, designed to measure a consumer's emotional response to products and media; and TruMedia technology, developed to determine gender, age and audience size.

Web site: www.mediabrandsww.com .