MediaMonks has launched MediaMonks Labs, a new research and development division to service agencies, brands and technology companies. MediaMonks Labs will be helmed by MediaMonks' former head of games Sander van der Vegte (pictured left).Based in Stockholm, van der Vegte will lead an international team in applying innovation to brand communications. MediaMonks Labs’ core team includes digital creative director Nilla Juvas (pictured centre), partner and CCO of MediaMonks Stockholm, Pasi Helin (pictured right) and creative technologists Joe Mango and Samuel Snider-Held.Operating across borders, the team aims to transform clients’ questions into tangible answers, tackling briefs with innovation workshops that result in prototypes. Currently, MediaMonks Labs is working on a variety of projects using machine learning, artificial intelligence (AI), augmented reality (AR), virtual reality (VR) and voice technology for clients such as Google, Nickelodeon, Stockholm Exergi and Furhat Robotics."MediaMonks takes on challenges and opportunities at high speed and we understand what drives digital trends like no other. Embracing data, content and technology in this new age of brand communications is exactly what we are here to do. With MediaMonks Labs we are boosting our existing client offering," Victor Knaap, CEO of MediaMonks said.“By watching new developments and trends, we can tell what will be hot before it’s happening. With MediaMonks Labs we reinforce our reputation as the ‘industry's go-to player for ambitious digital ideas’, as Ad Age put it,” Van der Vegte said.The launch of MediaMonks Labs comes after MediaMonks' acquisition by Martin Sorrell, beating out WPP. This is Sorrell’s first acquisition since resigning from WPP. According to WSJ, Sorrell and his team will be dishing out around €300 million for MediaMonks in cash and shares.
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