Featherstonhaugh said the lab will have a "garage mentality" and will also hope to address what he terms the "sleeping giant" of interactive marketing: digital POS. "We haven’t totally figured it out," said Featherstonhaugh.
"But we need to get some serious experimentation going to bring everything we know about brand building and retail into digital POS." The new lab will "bring together a small group of diverse and highly intelligent marketers to create innovative digital marketing applications".
The lab will have a strong focus on useful web 2.0 applications, according to Kaiser Kuo (pictured), Ogilvy China's digital strategist. The Beijing lab follows in the footsteps of similar initiatives in New York and Singapore. A London lab is also in the making, and a new operation in Sao Paolo, Brazil is in the pipeline, said Featherstonhaugh.
