Rapp is aiming to develop new, leading edge, products and services for its client base with the launch of an innovation “hothouse”, dubbed RappLabs.
Spearheaded by group chief technology officer Steve Furminger, the division will seek to fast track innovation, setting an eight week deadline for development and prototyping.
But it is not limited to just the Web, mobile devices and gadgets, RappLabs will look at how to innovate in the traditional space as well.
Furminger said it “will deliberately draw on ideas and expertise from all over the agency – and its global network – freeing up staff to devote time to R&D”.
He added: “What RappLabs will deliver could be anything from a barcode scanner to an augmented reality application on a mobile device, as well as pioneering technology ‘firsts’, and innovating in the traditional spheres as well.”
He claimed that consumers now expect, and demand, innovation. They want experiences, interactive services and tools, inspiration and valuable content.
“How we engage them has altered dramatically and as an agency we must be in a position to harness technology and new platforms to create new ways to help our clients engage consumers. That’s what RappLabs is all about,” added Furminger.
Rapp London chief executive Peter Mitchell (pictured) added: “Throughout its 29-year history, Rapp has had a track record of innovation, successfully pioneering DRTV in the UK and creating the concept of regular giving for charities being notable examples. Now, we operate in a media fragmented, ever evolving digital and social world which has created challenges for brands but undoubtedly also opens up boundless opportunities for innovation.
“Our role is not to innovate just for the sake of it but to grasp these new opportunities and ensure they ultimately deliver real benefit for our clients. And, importantly, we must also continue to innovate outside of the social and technology areas – they must not be the only places we innovate.”
More information is available at www.rapplabs.co.uk
