Interpublic is bolstering its end-to-end commerce offering with the launch of its Creative Commerce Labs program, which will work with a variety of partners and platforms over the course of the year. 

According to the company the Labs work to find new revenue streams for marketers through cross-channel collaboration and partnering with key commerce innovators, such as Amazon Ads Brand Innovation Lab. 

Leading the new effort as Creative Commerce Lead is Roald van Wyk, who reports to Jeriad Zoghby, IPG’s Chief Commerce Strategy Officer.  

Van Wyk was most recently at Accenture Song, where he advised Fortune 500 companies on navigating brand marketing transformations. 

“The Creative Commerce Labs were created to help brands navigate the influx of creative commerce challenges that are presented in what we call the ‘commerce everywhere’ world,” said Van Wyk. Work at the Labs is intended to help transform those challenges into “significant opportunities for our clients to grow profitable share,” Van Wyk added. 

The move builds on the company’s recent investments in the area, such as naming  Zoghby to oversee commerce strategy for the holding company. Part of his remit is to head the firm’s Commerce Executive Council, the entity that made the decision to launch the Creative Commerce Labs. This Council oversees all partnerships, investments, strategies, and capabilities related to commerce.