With its worldwide initiative building on the success of Dentsu Lab Tokyo, founded in 2014 by dentsu’s Global Chief Creative Officer- Yasuharu Sasaki to innovate the human experience and some of the network’s most renowned innovation projects coming out of it, Dentsu has announced the global expansion of the network’s innovation proposition, Dentsu Lab.
This development comes in the aftermath of a decade long success of Dentsu Lab Tokyo’s projects such as ‘All Players Welcome’ which uses technology to free the creative potential of those living with disabilities; ceremonies of international events, and the use of algorithms and data visualisation to enhance sports experiences.
That being said, the first global Dentsu Lab will be opening in London, Amsterdam, Warsaw, Mumbai and Bengaluru, with further international Labs planned for 2025.
To lead the global rollout of the same, Dentsu has also elevated Sven Huberts to the role of President, Global Innovation and Experience and President, Dentsu Lab. Accompanying him as lead will be Naoki Tanaka, who has also been appointed as the Chief Creative Officer of Dentsu Lab.
As per Dentsu, the new international network will work towards a shared mission to innovate human experiences that move people’s hearts, impact business, and improve society and each Lab will be overseen by dedicated local leadership, to be announced in the coming months, with a team of specialists working to bring a range of services to market.
These services will include creative R&D connecting contexts and technologies including Events, Sports, Gaming, Installations, Retail, New Products, Proposition Design, New Realities (AR, VR, MR), Data Visualisation, AI, Mobile, IoT and Rapid Prototyping.
Moreover, the Labs will be fully integrated with each other and dentsu’s offices, to expand on the network’s innovation offer.
The launch of Dentsu Lab was on the opening day at the 2024 Cannes Lions International Festival of Creativity, as part of a presentation delivered by dentsu President & Global CEO, Hiroshi Igarashi and Global Chief Creative Officer, Yasuharu Sasaki.
Commenting on the development, Huberts, President- Global Innovation and Experience and President, Dentsu Lab, said, “We are at an inflexion point of human creativity and technical sophistication where the opportunity for genuine innovation has never been so compelling. I couldn’t be more excited to be partnering with Naoki and our Lab leaders, to empower our growing global team of creators, partners and institutions with the most powerful technology and tools in the world to create experiences that truly touch hearts, impact business and, most importantly, move society forward.”
To this, Tanaka, Chief Creative Officer, Dentsu Lab, added, “Since launching ten years ago, Dentsu Lab Tokyo has revolutionized the intersection of technology and creativity, solving societal challenges and creating visionary expressions that touch hearts and minds. Our talented international team of dreamers and innovators, equipped with cutting-edge technology, are poised to take this impact worldwide, to accelerate our clients’ growth while making a profound impact on society. We take outlier’s perspective to open up new possibility and find new answers through play. The future isn’t just on the horizon, with Dentsu Lab’s global vision, it is here and now, ready to transform the world.”
Furthermore, Jean Lin, Global President, Global Practices, dentsu, also mentioned, “The launch of Dentsu Lab continues a proud 120-year tradition of innovation sitting at the core of dentsu’s offering. We know from Dentsu Lab Tokyo how powerful the outcome for society and business can be when you bring the best creative technologists together to imagine and invent. To be making this possible on a global stage is an exciting moment for dentsu, clients and society.”
