IF Isobar Malaysia launches NowLab

The unit, which will be based in Kuala Lumpur, will bring people and brands together with the potential of new technology, according to the agency.

NowLab is currently working with clients from IF Isobar and the Aegis Media group on undisclosed projects. The first projects will be revealed in about three months.

“Digital isn’t about websites, a mobile app or a social campaign,” sad Roy Tan, managing director at IF Isobar. “NowLab is about creating great consumer experiences through a fusion of technology and creativity. It will act as an incubator that will propel the next generation of consumer experiences.”

He noted that this unit allows the agency to work hand-in-hand with brands to enhance user experience and create better consumer engagement using new technologies.

Sanyen Liew, ECD of IF Isobar, meanwhile, added that the launch of NowLab allows the agency to invest further in creating a true innovation hub within the agency.

“NowLab will research and prototype new technologies, from NFC to multi-screen experiences to gesture based interactions to 3D mapping with the end purpose of making convergence real to Malaysian audiences,” he told Campaign Asia-Pacific.

NowLab focuses on four key outputs, namely inventing new solutions, products and services; providing innovation expertise; hosting technology development workshops and events; and sharing knowledge with clients and industry.