GroupM China Launches mLab to drive digital leadership

The mLab, located in the GroupM Beijing office, creates an interactive setting that enables GroupM agencies and clients to understand and apply the latest digital technology, as well as to foster a more creative and entrepreneurial mindset, according to the agency.

In 2013, mLab will begin incubating technologies that apply to client business and evolve them into GroupM proprietary products and solutions that drive GroupM leadership in digital marketing and innovation, the company said.

In addition, GroupM China has also launched a beta verison of the GroupM Interaction App, a self-developed mobile application running on iOS and Android platforms that delivers real-time content and functionality to GroupM and its clients in key areas, including domestic and international industry news, digital reports, video case studies, a work-related database, Q&A, voting, and a calendar.

Bessie Lee, CEO of GroupM China, said this local initiative forms just a small part of the group’s larger strategy to digitalise its offerings.

Tony Chen, president of GroupM Interaction, said that mLab and the GroupM Interaction App will “digitalise” and “mobilise” GroupM and its clients, helping to close the gap between technology and application, and pushing the frontiers of digital in China.

“We see strong demand coming from the clients to leverage new technology to their digital/mobile campaigns,” Chen told Campaign Asia-Pacific. “MLab will help them more wisely use the identified new technology to make their campaigns more interactive, creative and targeting.” 

Technology requires good integrated planning to, he added. MLab will partner with local vendors to provide solutions that are suitable for the local market or more cost-efficient , he said.