Publicis Groupe’s Digerati Join NYC Media Lab

In a quest to innovate and apply leaner methods to age old practices, agencies are increasingly acting like media and technology companies.

In one such move, Publicis Groupe—agency parent to DigitasLBi, MRY, Razorfish and VivaKi—is joining the NYC Media Lab as a corporate member. Other partners include AT&T, ESPN, HBO, Hearst, NBCUniversal, News Corp., Time Warner Cable and Verizon.

The Lab connects companies seeking to advance new media technologies with university labs, programs and talent in New York. It was launched in 2010 by the New York City Economic Development Corp., New York University and Columbia University.

According to Adweek, all Publicis Groupe agencies have the chance to participate in the Lab’s media research initiatives, covering areas like design, data science and engineering.

This development will likely benefit clients in the end, but in the near term it may help high quality talent choose between offers from an Omnicom- or WPP-owned shop, and a similar offer from a Publicis-owned shop.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.