Mediamark has launched an in-house creative division called Lab 42.
Mediamark has launched Lab 42 – an initiative to pool creative resources in order to offer more targeted solutions to advertisers.
The division is headed up by Richard Taylor, previously Managing Director of Avusa Media’s Learning Channel. The team includes creative managers, copy writers and graphic design. This new division of Mediamark is positioned to be very client facing and has a thorough understanding of market trends.
Not in competition
The company is not in competition with creative agencies, but rather to facilitate idea generation that creative agencies can take to their clients, according to Taylor. “It is not only ideas,”, says Taylor, “our mandate includes building content which is designed to attract audiences which advertisers can access.”
Within Lab 42 the overarching creative theme is developed which then can be adapted and plugged into the various media platforms across our portfolio. “Often our ideas encourage advertisers to engage with our audiences (their consumers) through our different touch points,” says Cindy Diamond, Mediamark’s Inland Sales Director.