Creative agency Initials launches tech and innovation unit LABS

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London creative agency Initials has announced the launch of LABS, a new unit focused on digital and technology infrastructure.

The agency says the unit will “find answers that challenge the status quo” by connecting behavioural insight with leading technology and software.

Initials’ new venture will be headed up by two new appointments. Dominic Murray and Simon Smith, both previously of Black Swan Data and Digital Jigsaw, will join as digital and innovation director and head of digital operations respectively.

According to Initials, LABS will work across the “entire ecosystem of business audit, user insight, digital blueprint, creative origination, and development,” providing its clients with a single point of contact for activities from research and insight all the way through to development and deployment.

Commenting on the launch and appointments, Initials managing director Richard Barrett said: “It’s an important time of innovation for us as an agency. Initials remains focused on providing marketing solutions in a modern digital world across all our work, but Murray and Smith’s brand experience – from Vodafone to Pepsi to Panasonic – combined with their track records in digital innovation, mean they’re perfectly placed to transform how Initials approaches digital for our clients.”

Smith added: ““The launch of LABS couldn’t come at a better time. With expert digital talent across the business unit, I’m confident our operations will help deliver transformational ideas that increase business performance whilst demystifying the world of technology.”

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