IPG Mediabrands, the media research division of advertising holding company the Interpublic Group, launched on Thursday what it claims to be the world’s first immersion and exploration centre, solving marketing problems by bringing startup technology and global brands together. The 5,000 square foot centre will be known as the IPG Media Lab.
IPG will work with up to 50 emerging technologies, platforms or applications at any one time, traversing online and offline marketing and research, and with companies ranging from venture capital firms to small technology funds to emerging media and advertising firms.
Matt Seiler, global chief executive officer of IPG Mediabrands, said: "Mediabrands is investing significantly in the future of brand communications. We, as partners to major international brands, have a duty to keep our clients and agency talent apprised of landscape changes and developing opportunities to engage a rapidly advancing global consumer."
At launch, the Media Lab is currently working with six projects, including facial recognition software for use in audience-based focal group research and interactive in-store kiosks and changing room mirrors which can link products to online resources and information.