Dentsu rolls out global innovation proposition and names president

Dentsu is set to roll out its innovation proposition, Dentsu Lab, globally.

The first Dentsu Lab was established in Tokyo in 2014. It now plans to open hubs in London, Amsterdam, Warsaw, Mumbai and Bengaluru. Further international Labs will be opened in 2025.

As part of the expansion, Sven Huberts, who is currently EMEA president, experiences, at Dentsu Creative, will become president, global innovation and experience, Dentsu, and president, Dentsu Lab.

In his new role, Huberts will be responsible for leading the global expansion of Dentsu Labs and delivering client growth through the Labs capabilities.

Huberts said that “the opportunity for genuine innovation has never been so compelling”, and that he was excited to “create experiences that truly touch hearts, impact business, and, most importantly, move society forward”.

Based in the Netherlands, Huberts will lead the team alongside Naoki Tanaka, lead for Dentsu Lab Tokyo, who will add chief creative officer, Dentsu Lab, to his job description.

Tanaka said: “Our talented international team of dreamers and innovators, equipped with cutting-edge technology, are poised to take this impact worldwide, to accelerate our clients’ growth while making a profound impact on society.”

Each Lab will be overseen by dedicated local leadership and employ a team of specialists to bring different services to market, across gaming, data visualisation and rapid prototyping.

Dentsu Lab Tokyo was established by Dentsu’s global chief creative officer Yasuharu Sasaki, and has been responsible for initiatives such as “All players welcome”. This is designed to help people with disabilities embrace their creative side; the project used eye movement and electromyography signal tech to make it possible for a patient with the nervous system disease ALS to mix music.

In a comment piece for Campaign in 2023, Sasaki described it as a space “to explore the latest technologies and their potential impact on society”.

The international expansion will be announced today (17 June) at the 2024 Cannes Lions International Festival of Creativity, in a presentation delivered by Hiroshi Igarashi, president and global chief executive, and Sasaki.

Jean Lin, global president, global practices, at Dentsu, added: “We know from Dentsu Lab Tokyo how powerful the outcome for society and business can be when you bring the best creative technologists together to imagine and invent. To be making this possible on a global stage is an exciting moment for dentsu, clients and society.”