Jenny Chan 陳詠欣
Sep 7, 2018

TBWA China opens an internal technology lab

Q Lab will work with its own clients in addition to those of TBWA.

Q Lab offers this machine for brands events, which uses laser engraving and ink painting to personalise physical products
Q Lab offers this machine for brands events, which uses laser engraving and ink painting to personalise physical products

TBWA China Group has launched Q Lab, an in-house creative technology studio that will have the liberty to pursue its own clients in addition to the group's client portfolio. The lab is touted to be incorporating physical computing, gesture- and body-motion control, interactive projection mapping, augmented reality, robotics, and social-media integration.

Engineered and developed by Herbert Ng (pictured below), the current head of creative technology for TBWA in China, Q Lab will offer two core product streams.

The first is turnkey digital solutions, which are “easily reconfigured for and scaled to various campaigns” to increase cost efficiencies, according to TBWA. These solutions include applications for product interaction, retail engagement, and personalisation.

The second stream will be "bespoke innovation" for specific marketing or branding briefs.

Q Lab will also assemble project teams from within the TBWA group to co-create and implement projects in an agile and practical way, according to the agency.

Incorporating creative technology into the creative process upfront brings ideas for brand experiences to life through the ability to prototype at speed, said Joanne Lao, CEO of TBWA Greater China, in a press release. "Q Lab is a testament to our maker culture as we constantly seek to innovate on behalf of our clients.”

"China's marketing ecosystem is fast-moving and very distinct from other markets," added Ng, "There is a great demand for novel ways of marketing. Q Lab will enable us to find a more efficient and personalised approach to serve our clients."

Campaign China

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