Dentsu Aegis Network (DAN) India has announced the launch of DAN Innovation Lab, which will attempt to foster access and accelerate innovative learning and offer advanced solutions to complex client problems.
“Similar to the concept of DAN Data Lab that works on data, DAN Innovative Lab will use technology to develop creative and innovative solutions for clients. The facility has been launched essentially to derive and bring together the best of innovation and creativity across the multitude of specialised agencies within DAN,” said Anand Bhadkamkar, CEO, Dentsu Aegis Network India.
The facility, designed and built as a collaborative lab space, brings together key resources and superior local talents, hand-picked from across the DAN brands — Dentsu Webchutney, Isobar India and Posterscope India.
“Innovation Lab is not a new service line. It's rather a faculty wherein three different entities have come together with an innovative perspective. The innovation lab is a centre of excellence,” he said.
Created to incubate and nurture innovation, DAN Innovation Lab will work on open data, develop prototypes and intellectual property, build new products and services, engage technology to create differentiated consumer experiences, draw holistic client solutions from cross-functional expertise and, in due course, collaborate to execute those solutions, seamlessly.
Bhadkamkar said the specialisation of innovative labs is developing creative and tech innovation.
Led by Gurbaksh Singh, erstwhile chief creative technologist at Dentsu Webchutney, DAN Innovations Lab India will drive solutions for clients, keeping creative and tech at its functional core.
As Chief Innovation Officer, DAN Innovation Lab, Singh will work with the teams at Dentsu Webchutney, Isobar India and Posterscope India on emerging technologies to drive tech-led innovations for all the three agencies. However, eventually, Dan Innovation Lab will also support all DAN brands and service all DAN clients across India.
Agencies will continue to provide solutions and work with their respective clients. But if there is a requirement of an innovation strategy, a design perspective or any form of innovation needs to be brought in, the innovation lab will be put to work.
“It will work on open data, develop prototypes and intellectual property, build new products and services, engage technology to create differentiated consumer experiences, draw holistic client solutions from cross-functional expertise and, in due course, collaborate to execute those solutions, seamlessly,” explained Bhadkamkar.
The idea behind the innovation lab is that the network starts getting agencies together across various platforms.
“This is something that the agencies have been working on. Innovation Lab will help get all the agencies under DAN together on innovation and tech solutions. We are trying to get the capabilities and innovation efforts of all the involved agencies together and focus on creativity and keep on innovating and working out new ideas,” he said.
Commenting on his new role, Singh said, “I am deeply honoured to take up this new role. This has opened a whole bunch of opportunities on a much larger playground. Working with multiple creative teams across agencies will only strengthen the creative output. I believe in embracing new makers and sparking curiosity that can lead to incubating a new culture of innovation in the group. Developing new solutions on this new front will be exciting and equally challenging.”
Speaking on the outlook of DAN innovative labs, Bhadkamkar said, “As we are in the business of ideas, our essential focus will be on innovation. The facility will function presently as a central faculty between Dentsu Webchutney, Isobar and Posterscope to bring together the network’s expertise in strategy, technology, design and creativity from across the Group. Keeping creativity at its core, DAN Innovation Lab will focus on generating ideas and fresh business tactics to help drive greater efficiencies and deliver the best possible outcomes for our clients.”