MUMBAI: GroupM China launched digital experience centre mLab which will provide media agencies and clients augmented online-offline digital support.

The goal of mLab is to create an interactive setting that enables GroupM agencies and clients to understand and apply the latest digital technology, as well as to foster a more creative and entrepreneurial mindset.

mLab provides services like tech learning and experience, digital trend watching and innovative solution incubation.

In the sphere of tech learning and experience, the outfit has come up with a concept called ‘Digital Fridays‘ where every Friday mLab features digital training sessions that cover the latest trends in creative and interactive digital marketing, including technology development directions and real-time encounters to ensure participants from GroupM agencies and client brands understand both the technology and how it can be applied in marketing solutions.

mLab also conducts analysis on the latest tech trends and new media marketing development directions, and participates in domestic and global tech conferences and exhibitions with the aim to share the latest trends as they unfold with the group and clients. It also creates proprietary products and solutions based on new technology.

In 2013, mLab will begin incubating technologies that apply to client business and evolve them into GroupM proprietary products and solutions that drive GroupM leadership in digital marketing and innovation.

GroupM Interaction president Tony Chen said, "GroupM Interaction has always been at the forefront in adapting the latest technologies to meet client needs. MLab and the GroupM Interaction App will ‘digitalize‘ and ‘mobilize‘ GroupM and its clients, helping to close the gap between technology and application, and pushing the frontiers of digital in China."

GroupM China CEO Bessie Lee said, "The ‘wave‘ of digital media is entirely transforming traditional media and marketing. As China‘s largest media investment company, GroupM China is constantly learning, experimenting, and moving in new directions. This initiative forms just a small part of our larger strategy to digitalize our offerings. GroupM China is focusing its talent, structure, and investment strategy to ensure continued leadership in the digital era."

In addition to the launch of mLab, the beta version of the GroupM Interaction App was also launched. It is a self-developed mobile application running on iOS and Android platforms that delivers content and functionality to GroupM and its clients in key areas, including domestic and international industry news, digital reports, video case studies, a work-related database, Q&A, voting, and a calendar. The app will be powered by an expert team providing regular updates on the most pertinent information in the field, giving GroupM and its clients anytime/anywhere access to the latest news and marketing information in real-time.