Jack Morton Launches Innovation Practice Genuine X

Interpublic-owned branding agency Jack Morton has launched an innovation practice called Genuine X, which has partnered with emotion analysis service EMRAYS to explore the emotional impact of brand experiences and predict reactions to different designs and concepts.

Supported by labs in London and Boston (and more to be rolled out in the New Year, including Dubai), Genuine X will combine content, emerging technology and data to create new experiences, products and services. The practice takes expertise from both Jack Morton and its technology agency Genuine, tapping into a global team to support client needs.

With EMRAYS, Genuine X will help companies and governmental organisations measure and understand how people feel about any topic - ranging from companies, brands and people to concepts - via AI simulation. Genuine X is also teaming up with voice-specific customer insights firm Voicify to analyse voice search techniques for the next generation of brand experiences; and with the government's tech agency Immerse UK, to develop products and services with academic institutions and tech start-ups.

Former Jack Morton Executive Creative Director Damian Ferrar (pictured) has been appointed as Global Head of Genuine X, leading a team with technology, data analysis, film making, game design and coding expertise. Meanwhile former MTV researcher Jillian Curran joins as Director of Strategy. Commenting on the launch, Ferrar said: 'Technology is creating amazing new opportunities for brand experience. Genuine X is a new way of thinking, and a new way of working, which will allow us to harness the most relevant emerging technologies to help our clients win in an ever more disruptive marketplace'.

Web site: www.jackmorton.com .