• February 3, 2006

Interpublic Group of Companies has opened up a media lab for its clients in Los Angeles.

The division, called "Emerging Media Lab," will house new media technology in a 'digital house.' All Interpublic's agencies' clients--Initiative Media, Magna Global, Universal McCann, and others--can access the tools of the lab. The media lab is being housed in Initiative Media's Los Angeles offices, where clients can work on practical marketing applications for new media consumer technologies. This can consist of--among other things--content development in interactive, retail, and other new media spaces. The Emerging Media Lab consists of a digital living room, a digital kitchen, and other media areas. Technology includes media center PCs, IPTV receivers, and an array of mobile video devices.

A dedicated Web site will offer up case studies, white papers, and a monthly newsletter on emerging media developments.

--Wayne Friedman