Arif Durrani
Mar 13, 2013

Mindshare opens The Adaptive Lab multimedia space

Mindshare has created The Adaptive Lab, a multimedia space for brands, designed to showcase the future of entertainment and connected experiences.

The Adaptive Lab: Mindshare opens multimedia space
The Adaptive Lab: Mindshare opens multimedia space

The Adaptive Lab is kitted out with the devices that consumers use throughout their day, from the latest PCs, gaming consoles, mobiles and tablets to televisions and web-based services.

It has been designed to provide its client roster, which includes Sony Music, HSBC, Argos and Unilever, a hands-on experience of the future of adaptive marketing.

It is described by the agency as "a flexible and fast approach in which marketers respond quickly to their environment using fast- and slow-moving data sources to drive actionable insight and adapt all aspects of marketing".

The move by the WPP agency is the latest attempt by a UK media agency to help brands adapt to the digital changes sweeping across the industry. It follows similar multimedia rooms established in Manning Gottlieb OMD and Mediabrands’ UM.

Nick Emery, global chief executive of Mindshare, said: "The story of Mindshare is one of constant change and of an ambition to change the media world. It is about being the provocateur, the inventor and always looking for a better way. The Adaptive Lab embodies this and, alongside other initiatives such as Mobile Garage, will help our clients stay ahead of the competition."

Mindshare is launching The Adaptive Lab by curating a series of workshops and interactive sessions for clients.

This article was first published on campaignlive.co.uk

Source:
Campaign India

Related Articles

Just Published

9 hours ago

Campaign Asia-Pacific's inaugural 50 Over Fifty winners

Campaign's first-ever list of achievers aged 50+, a cohort pushing the marcomms industry forward through tenacity, experience, mentorship and entrepreneurial drive.

10 hours ago

Former AKQA boss Ajaz Ahmed launches shop to ‘rival ...

Studio.One makes its debut with several ex-AKQA staffers.

11 hours ago

From labels to loyalty: Trust takes centre stage in ...

As the wellness market evolves, so does the need for accountability. Brands that embrace this trend will earn long-term consumer loyalty, says You Care Lifestyle CEO.

12 hours ago

Horlicks puts mischief back on the growth chart

In a world chasing report cards, its new campaign, created by FCB Neo, argues that curiosity—and a little rebellion—are the real success metrics.