IPG Lab and research firm OTX join forces

OTX and Lab ink deal Today’s Mediapost article announcing our very exciting relationship with global research firm OTX, caps several months of negotiations.  Aside from the purely financial aspects of the deal, it strengthens and solidifies the Lab’s place, as not just a unique facility to learn about emerging media through our immersion based facilities but now a place to come and study emerging media by way of research.  While the Lab has been championing the virtues of doing research, this relationship adds an exciting layer to our product set and consequently our ability to help provide a comprehensive package for agency/client research needs.

The relationship with OTX actually dates back to last year.  Ongoing conversations brought us tougher to help them on their unique projects for “mobile Jeopardy” and MTV’s – Comedy Central/SpikeTV.

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