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MRM//McCann Opens New LAB13 Innovation Studio in Tokyo

Advertising Agency
New York, USA
LAB13 by MRM//McCann Tokyo will be led by Allen Wong, director of innovation

Leading global digital customer relationship agency MRM//McCann (Minato-ku, Tokyo; Caspar Ouvaroff, president) announced today that it is launching its latest LAB13 product innovation studio, to work side-by-side with its clients, technology companies and start-up’s to ideate, rapidly prototype and launch people-first solutions 12-18 month ahead of fast- evolving markets.

“LAB13 has already proven successful in the U.S. and Europe, and we are very excited to bring it to Asia,” said Kate MacNevin, MRM//McCann global chief executive officer. “Our innovation labs give us the ability to develop, create and produce products, technologies and even new businesses — offerings that enable us to elevate the level of service that we can give to our clients to unprecedented levels.”

The design thinking and design engineering studio is the fifth LAB13 by MRM//McCann, with others already up and running in New York, Detroit, Frankfurt and the UK. Founded in 2013 the studios have a proven global track record of award-winning and patented work. The LAB13 studios are known for their agile, cross country connected collaboration. Even exploring new ways of working by building agile interdisciplinary teams with clients, technology companies and discipline experts of MRM//McCann sitting next to other start-ups in incubator spaces.

“LAB13 Tokyo fits perfectly in our innovation strategy to give brands in Asia and the rest of the world access co-invention with creatives, technologists, strategists, start-ups and consumers. Fuelled by the fascinating Japanese culture with its pulse on cutting-edge, futuristic innovation.” said Dominik Heinrich, MRM//McCann VP global, product innovation & LAB13. “Allen Wong and his team will be offering our unique LAB13 innovation process, D.I.V.E.: Discover, Invent, Validate and Experience. D.I.V.E. allows us

to identify opportunities of growth and disruption through deep human-insights, translated into creative concepts well ahead of the innovation curve, validated through prototypes and experienced by real people.”

LAB13 Tokyo is part of the MRM//McCann office with huge glass windows, open for innovation and collaboration. The office is in next to the Olympic stadium in Minami Aoyama part of the larger Shibuya district, an affluent, fashionable neighbourhood known for its small, edgy stores fostering inspiration and innovation.

Caspar Ouvaroff, president said: “We believe innovation sits at the intersection of human, brand, business and technology. We identify the human needs that we can serve meaningfully and then apply our understanding of technology to create a revelatory solution. In this way, we help our brands earn their meaningful role via innovations that deliver. We call this Meaningful Innovation.” 

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