Source: Campaign

Vietnam: Following the launch of the Dentsu Media Laboratory (DM Lab) in Thailand late last year, Dentsu Media has launched another in Vietnam, its third outside Japan.

In a statement, Mitsuyuki Nakamura, president of Dentsu Media Southeast Asia, reported that since the launch of the lab in Thailand last October, the company has seen “many beneficial opportunities for collaboration” between ideas and technology.

“There is a certain demand for innovation across the region, which we strongly feel aligns with our mission in Dentsu Media network,” he added. “We are delighted and looking forward to introducing the lab in the Vietnam market.”

Takeshi Gotoda, CEO of Dentsu Media Vietnam said it is “an exciting time” for a DM Lab to debut in the market.

“The market is hungry for new experiences, especially connected with technology,” he added. “With the success of DM Lab in Thailand, we believe that Vietnam will also be successful.”

Like the facility in Thailand, the DM Lab is composed of two key pillars: Local incubation and ‘Gateway to Global Innovation’, an initiative led by Dentsu Aegis Network. The agency has since brought its ‘Emotion Analyzer’ tool, which detects emotions based on an analysis of users’ brainwaves, into the market. It will also look at collaborating with local and regional startups on mutual business opportunities.

Mark Anthony Ocampo, director of communication design at Dentsu Media Vietnam said the vision of DM Lab is to combine “unique elements of entertainment, future-forward ideas and upcoming technologies” that will eventually become campaign tools and client solutions.

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