Herbert Ng heads TBWA\China latest technology studio Q Lab

TBWA\China Group has launched technology studio Q Lab and Herbert Ng, current head of creative technology for TBWA in China, will lead this new arm with immediate effect.Q Lab will work with its own clients in addition to the group's client portfolio. Q Lab has two core product streams: the first; turnkey digital solutions, which are easily reconfigured and scaled to various campaigns and clients to increase cost efficiency. These applications include product interaction, retail engagement, and product personalisation, incorporating technologies such as physical computing, gesture and body control, interactive projection mapping, augmented reality, and social integration. The second; bespoke innovation solutions as result of specific marketing or brand briefs. Q Lab will also assemble project teams within the TBWA Group to co-create and implement projects in an agile and practical way.“Creative technology, as a pervasive part of our creative product, has been a strong differentiator for TBWA in China. This success has created opportunities to meet clients' digital and innovation needs beyond typical communications briefs,' Joanne Lao, CEO, TBWA\Greater China, commented.Herbert Ng, head of Q Lab, also said:  “It is exciting to establish an in-house unit to bring technology closer to clients and our creative team. This allows us to naturally leverage technology in creative ideation and execution, ensuring feasibility and enriching user experience in our final products.”