“Lab 42 is an initiative to pool creative resources with the objective to offer even more targeted solutions to our advertisers,” explains Cindy Diamond, Mediamark’s Inland Sales Director.
Mediamark and the radio stations within its portfolio collaborate to ensure “our solutions offered to advertisers resonate with our audiences”. Diamond adds that “advertisers are continuously looking for creative ways to make their products stand out of the clutter”.
Lab 42 is headed up by Richard Taylor, previously Managing Director of Avusa Media’s Learning Channel, and the team includes creative managers, copy writers and graphic design. This new division of Mediamark is positioned to be very client facing and has a thorough understanding of market trends.
What differentiates Lab 42 is the output one can expect. Taylor clarifies: “We believe in our ability to understand the advertiser’s need and overlay these with the in depth understanding of our audiences. Within Lab 42 the overarching creative theme is developed which then can be adapted and plugged into the various media platforms across our portfolio. Often our ideas encourage advertisers to engage with our audiences (their consumers) through our different touch points. Some of our campaigns include Jacobs Coffee, National Geographic – I love earth, Vodacom Jock Swop and Carling Black Label – Be the coach”.
“We are also not in competition with the creative agencies,” clarifies Taylor. “Mediamark’s Lab 42 is there to facilitate idea generation that creative agencies can take to their clients. But it is not only ideas”, he concludes, “our mandate includes building content which is designed to attract audiences which advertisers can access”.
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