Dentsu UK&I has officially launched Dentsu Lab in London, extending its global network of innovative R&D studios that originated in dentsu Tokyo. The unveiling occurred during the Cannes Lions Festival of Creativity in June 2023, signifying a pivotal moment for the agency as it aspires to redefine the future of creativity and technology within the business landscape.
The new laboratory is specifically dedicated to leveraging emerging technologies such as artificial intelligence (AI), virtual reality (VR), augmented reality (AR), blockchain, and data analytics. It aims to transcend current industry challenges by focusing on crafting innovative products, services, and experiences that not only elevate customer interaction but also contribute positively to societal progress. This initiative is seen as part of Dentsu’s ongoing commitment to "innovating for impact," a philosophy that aligns with its Sanpo Yoshi principles, which ensure benefits accrue to all stakeholders involved—sellers, buyers, and the local community.
Dentsu Lab London is designed to be a global innovation hub, building on the success of its Tokyo counterpart, which was established in 2014. The Tokyo Lab has achieved recognition for pioneering works such as ‘Project Humanity’ and projects linked to significant global events, like the Tokyo Paralympic Games, receiving numerous awards including those at Cannes Lions and D&AD.
The London Lab is strategically established to facilitate cooperation among diverse partners, including clients, startups, academic institutions, and technology firms. The leadership of the new venture comprises Indy Saha, who is the Chief Experience Officer for dentsu UK, and Alex Hamilton, Head of Innovation at dentsu UK. With extensive backgrounds in digital innovation and creative technology, Saha and Hamilton are poised to guide Dentsu Lab towards establishing itself as a critical player in the evolving industry of creative technology.
Dentsu Lab will initially collaborate with prominent clients such as On, a leader in high-performance sports apparel, and Virgin, a brand well-known for its innovative customer experiences across various sectors. Furthermore, Microsoft has been announced as a technology partner, aiming to provide AI and cloud solutions that can facilitate data-driven innovation. Mike Grogan, Media Industry Director at Microsoft UK, remarked that the partnership seeks to push boundaries in creative solutions, thereby enhancing brand engagement.
In addition to commercial efforts, Dentsu Lab is undertaking socially impactful initiatives. Collaborating with UK for UNHCR, the lab aims to host a tech hackathon aimed at developing solutions for refugees, leveraging cutting-edge technology to tackle significant global challenges faced by displaced individuals. Indy Saha highlighted the lab’s commitment to exploring unique possibilities that can address not only immediate needs but also longer-term global issues, such as the green skills gap, which disproportionately affects vulnerable communities.
Overall, the establishment of Dentsu Lab in London signals a significant stride for dentsu UK&I as it aims to position itself at the forefront of technological and creative innovation within the business realm while maintaining a strong commitment to social responsibility. As the lab begins its journey, the collaboration with industry leaders and innovative thinkers is anticipated to drive impactful advancements in both the creative industries and broader societal contexts.
Source: Noah Wire Services