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Federation launches ‘The Lab’

Independent agency Federation has announced the launch of their new MarTech offering, THE LAB, to fuse human emotion into marketing technology.

The agency’s new division is designed to help brand owners optimise MarTech investment and communicate with ‘heart’ to customers.

CEO of Federation Sharon Henderson says: “In launching THE LAB, we’re providing marketers across all sectors the specialist consultancy resources they need to optimise their MarTech and deliver emotion-based experiences across all customer touchpoints.

“THE LAB team have developed proprietary ‘HEART’ tech tools and strategic processes that make it easier to find, get, keep, and grow customers in a way that completely aligns with a brand’s purpose and behaviour. We’re fusing emotion-based thinking and decision-making into everything from performance marketing campaigns through to e-commerce and customer growth programmes.”   

Managing Partner and Head of THE LAB Elizabeth Beatty adds: “In a nutshell, we’re operationalising human emotion. We’re at a point in marketing history where data and technology are poised to decode human behaviour like never before. The LAB’s focus on humanising communication will help to drive exponential value from 1:1 contextual marketing in both B2C and B2B, and in just about every sector – financial services, retail, telco, automotive, technology, government and more.”

Beatty is no stranger to a customer-first focus, having previously worked as Head of Ogilvy Sydney’s specialist customer marketing agency, OgilvyOne, and as GM of FCB.

Working alongside Beatty is Business Director Simon (‘Prof’) Velk, a MarTech communications platform specialist from London, and Brand Director Tabitha Harris.

THE LAB is already working with Federation clients Pure Foods, True Honey Company and Asteron Life, delivering everything from customer journeys and lead generation campaigns right through to the development of international e-commerce journeys with full distribution integration.

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