TBWA\China launches technology lab to drive client innovation

TBWA\China has opened a lab dedicated to weaving technology into creative work at its Shanghai office.

The launch of Q Lab is designed to drive greater innovation “and bring technology closer to clients and our creative team”, according to the agency.

It said the in-house department will offer off-the-shelf technology along with “bespoke innovation solutions”.

Q Lab will have its own client base in addition to working with TBWA group clients. It will be led by Herbert Ng, TBWA’s head of creative technology.

Head of creative technology Herbert Ng will lead TBWA’s Q Lab

“It is exciting to establish an in-house unit to bring technology closer to clients and our creative team,” Ng said in a statement. “This allows us to naturally leverage technology in creative ideation and execution, ensuring feasibility and enriching user experience in our final products.”

Off-the-shelf products – which are suitable for a variety of campaigns – include retail engagement and product personalisation which incorporate technologies such as gesture and body control, augmented reality and social integration.


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