Group M is partnering with a group of tech companies including Google and Facebook for a week-long “technological feast”, mLab by GroupM.
Showcasing the latest technological developments and tools, mLab, kicks off next week at Sydney’s QT Hotel from Monday, August 26.
The event brings together the agency with Google, Facebook, Mi9, Yahoo!7, Spotify and Snepo with all companies to present prototypes and pre-releases of their upcoming technologies.
Each weekday of the festival is dedicated to one of the four GroupM agencies, the first day being Maxus, followed by Mindshare, MEC and MediaCom on the last three days.
The last day of the tech festival will be an information day for investment bankers and analysts.
Brand experience agency Play Communications, which GroupM acquired a majority stake in earlier this year, is producing the event which is set to become annual.
Danny Bass (pictured), chief investment and knowledge officer GroupM, said: “We operate in a fast-changing media landscape, where technological leaps are a constant certainty. mLab will provide the ideal environment for clients to see and experience what is coming ahead of time, to determine how it will impact their business and therefore be better prepared to plan how they will integrate those changes into what they do. As Australia’s biggest media buying group, GroupM is the perfect facilitator to bring together media innovators and advertisers for such an event.”