dentsu announces global expansion of innovation lab

Sven Huberts and Naoki Tanaka elevated to lead global rollout of Dentsu Lab Tokyo. First Labs opening in London, Amsterdam, Warsaw, Mumbai and Bengaluru.

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dentsu has announced the global expansion of the network’s innovation proposition, Dentsu Lab. The first global Labs will be opening in London, Amsterdam, Warsaw, Mumbai and Bengaluru, with further international Labs planned for 2025. With this news, dentsu also announces the elevation of Sven Huberts to the role of President, Global Innovation & Experience and President, Dentsu Lab. Huberts will lead Dentsu Lab in partnership with Naoki Tanaka, the lead for Dentsu Lab Tokyo, now also appointed Chief Creative Officer, Dentsu Lab.

The worldwide initiative builds on the success of dentsu's Dentsu Lab Tokyo, founded in 2014 by dentsu’s Global Chief Creative Officer Yasuharu Sasaki to innovate the human experience. Over the past decade, the Lab has been responsible for some of the network’s most renowned innovation projects. 

The new international network will work towards a shared mission. 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. They 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. 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. 

Sven Huberts, President Global Innovation & 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.”

Naoki Tanaka, Chief Creative Officer, Dentsu Lab, commented, “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.”

Jean Lin, Global President, Global Practices, dentsu, said, “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.”

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