Lick Creative Launches Innovation and Technology Department

Lick Creative, part of The Delta Group, the international visual communications specialist, today announces the launch of its new Innovation and Technology Department, which is exploring new tech-driven enhancements to promotional client work. As part of the department launch, the business is also unveiling a new Innovations Lab; a dedicated environment within its office space to showcase the latest in technology-enhanced creative approaches for clients.

The Innovations Lab, which has been running proof of concept creative innovations over the past six months for clients including B&Q, 20th Century Fox and Pernod Ricard, is designed as a permanent fixture to allow the business to swiftly react to briefs from clients requiring new communication channels, fusing standout creative with technology to enhance engagement and measurability.

Headed up by Bobbie Andrews, group director for innovation and technology EMEA, the Lab showcases technological innovations, which are fully integrated into established promotional techniques for clients. From Bluetooth Beacons to Audience Monitoring and Augmented Reality to 3D-Holographic Projection, the Lab is packed with ideas fuelled by mobile, NFC and other technological connections to help brands to stand out and, crucially, track and measure customer response to their promotional activity.  

Bobbie explains, “The team has been brought together to create propositions and source innovative solutions, which engage with consumers on an active level and generate tangible, actionable feedback on campaigns.

“Our customers and their markets are challenged on a daily basis to innovate, continually delivering better standout and, vitally, results. Embedding new technological advances within existing activations is one way the business is able to create solutions with engagement measurability and campaign effectiveness fully baked into the creative execution.”

Andrea Burrows, MD, Lick Creative, adds, “The space is designed to inspire best of breed brands to think differently around their campaigns, encouraging the inclusion of technology for genuine strategic purposes, which will integrate with and standout in live retail environments. We are seeing a number of brands coming to us and wanting to push the envelope with different approaches to their creative briefs. The department and Lab allows us to generate creative strategies which are fuelled by insight, engagement and a focus on measurability, which can drive real business value. ”