Dentsu UK & Ireland has launched a new research and development lab in London, with Microsoft as its first technology partner.
It will be led by Dentsu UK chief experience officer Indy Saha and Dentsu UK head of innovation Alex Hamilton. Saha has over 25 years of experience, having held pivotal roles at companies including IDEO, McKinsey and Google.
He has also spent time at commerce specialist Hamilton. and has spearheaded projects for brands like ABInBev, Asda, Diageo, Swarovski and Lego.
The global rollout of the Dentsu Lab network was announced at Cannes Lions Festival of Creativity in June this year. The lab is focused on key areas including artificial intelligence, research and development, VR/AR, blockchain and data analytics.
The Dentsu Lab in London will launch with brand partners such as footwear brand On and Richard Branson’s Virgin, both firms will use the data-driven solutions and scalable innovations enabled by Microsoft’s AI technology.
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The Dentsu Lab in London will also collaborate with NGO the UNHCR, creating a hackathon comprised of members of the tech community, start-up community, universities and the creative industries in order to create new innovations to help tackle the challenges facing refugees.
Dentsu UK&Ireland CEO Angela Tangas said: “Dentsu Lab in London is a strategic investment in shaping the future of creativity and technology. By building proprietary tools, exploring new media channels, and adapting to evolving consumer habits, we’re ensuring dentsu stays at the forefront of an industry driven by change. This Lab isn’t just about keeping pace—it’s about setting the pace.”
Microsoft UK media industry director Mike Grogan added: “We’re incredibly excited to partner with Dentsu Lab in London to drive AI-powered creativity and innovation. Our collaboration will unlock new ways for brands to harness the power of data and emerging technologies, helping them stay ahead in a rapidly evolving digital landscape.”
“Together, we aim to push the boundaries of what’s possible and shape the future of creative solutions for some of the world’s most forward-thinking brands.”
