• by David Goetzl  @dgoetzl, May 29, 2008

Interpublic Group is considering opening a second Emerging Media Lab, where it provides an opportunity to test-drive and experience technologies of the future.

IPG cut the ribbon on its first Lab--in Los Angeles--in February 2006. At an industry event Wednesday, CEO Michael Roth said it is exploring a second in either the U.S. or U.K.

In addition to serving as a sort of high-tech trade-show booth for IPG executives and clients--to "actively participate in the changes" in digital and new media--the Lab offers a platform to test campaigns.

Roth referred to it as critical for IPG vis-à-vis a "very fragmented media environment." On a personal note, he added that it's "a pretty cool place to visit."

When the Lab launched, IPG said it would "serve as a bridge between what consumers do today, and what marketers need to do tomorrow."

Speaking about other aspects of the future, he suggested IPG may be lapping its competitors in providing clients with integrated services. It's offering a one-stop-shop, "where we put together all of our resources to meet the needs of the client."

"Everyone says they do it," Roth said. "I don't care who you're going to listen to--WPP, Omnicom, Publicis ... they tell you we have an integrated offering. They may have it; the question is: Are they living it--are they delivering it to their clients? Because that's what clients want.

"They don't want to have to shop. They don't want to go out there and pick the best digital agency. They don't want to have to pick the best media company. They don't want to have to pick the best creative shop.

"They want to go to one place--know that someone's paying attention to all the various needs of the marketing environment, and they're bringing the best thinking to the table to help them do their job. That's what an integrated offering is all about."