GroupM's first-ever mLab off to a flying start
3 September, 2013
Showcasing Technology Of The Future
— Google Glass, MirriAd ,Xbox One and a high-tech jacket that acts as navigator were among the new technologies yet to be released in Australia showcased at this week’s mLab by GroupM event.
The first of what is set to become an annual event was held from Monday to Friday this week at Sydney’s QT Hotel, created by GroupM and hosted in partnership with some of Australia’s leading tech companies. The invitation-only event brought together Google, Facebook, Mi9, the Seven Network, Spotify and Snepo – all of which presented yet-to-be released tools and technology that will further transform the media landscape.
Clients and guests of the four GroupM agencies – Maxus, MEC, MediaCom and Mindshare – had the opportunity to explore and play with Australian-firsts, prototypes and pre-releases of upcoming technologies in an intimate environment and gain an understanding of how these new developments will affect the way they communicate with their consumers.
Phillip Earl, Executive Vice President & Managing Director Asia Pacific for Activision, praised the event for being well prepared and executed. “There’s so much technology available now with so many potential uses that it’s incumbent on suppliers, media owners and brand owners to ask the right questions to get to the best solutions for consumers. Technology can’t exist for technology’s sake,” Earl said.
Tigerair Commercial Director Carly Brear said: “It was a very interactive day and left me with a lot of food for thought. I was particularly impressed by the way Mi9 brought technology to life and Spotify was an interesting way of how to bring your brand to life.”
GroupM Chairman & CEO John Steedman said mLab by GroupM was a great success. “We received a lot of positive feedback from clients throughout the week,” he said. “The media landscape is constantly undergoing massive changes and it can be hard for marketers to stay on top of the incessant technological leaps.
“Being able to experience first-hand all the important tech developments that have the potential transform the way companies do business and the way brands talk to their customers is an invaluable benefit to marketers from every end of the spectrum. The event was also a great opportunity to facilitate meaningful conversations between media owners and buyers.”
mLab was organised by experiential marketing agency PLAY Communication, in which GroupM acquired a majority stake earlier this year.
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GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including MAXUS, Mediacom, MEC, Mindshare and activation agency PLAY. Our primary purpose is to maximise the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.