SHANGHAI – TBWA\China Group has launched Q Lab, a technology studio harnessing creative technology as the basis to innovate for clients. Engineer and developer Herbert Ng, the current head of creative technology for TBWA in China, will lead Q Lab for the Group, with immediate effect.
Joanne Lao, CEO of TBWA\Greater China, says, “Creative technology, as a pervasive part our creative product, has been a strong differentiator for TBWA in China. Incorporating creative technology into the creative process upfront and bringing ideas and brand experiences to life through the ability to ideate and prototype at speed. This success has created the opportunity to meet client digital and innovation needs beyond typical communications briefs.”
Q Lab will work with its own clients in addition to the TBWA Group client portfolio. Q Lab has two core product streams: the first; turnkey digital solutions, which are easily reconfigured and scaled to various campaigns and clients to increase cost efficiencies. These applications include product interaction, retail engagement, and product personalization, incorporating technologies such as physical computing, gesture and body control, interactive projection mapping, augmented reality, and social integration. The second; bespoke innovation solutions as result of specific marketing or brand briefs. Q Lab will also assemble project teams from within the TBWA Group to co-create and implement projects in an agile and practical way.
“It is exciting to establish an in-house unit to bring technology closer to clients and our creative team. This allows us to naturally leverage technology in creative ideation and execution, ensuring feasibility and enriching user experience in our final products,” Herbert Ng, Head of Q Lab, opines.
“We are very excited to expand our offering in creative technology. Q Lab is a testament to our maker culture as we constantly seek to innovate on behalf of our clients,” Lao concludes.
