Jack Morton has unveiled a new innovation-led practice which will be headed by London ECD, Damian Ferrar, as global head of Genuine X.

Global brand experience firm, Jack Morton, has launched Genuine X, an innovation-led practice. The platform aims to support businesses at a time of rapid change which is tech-inspired. The arm will help brands push boundaries and maintain a competitive advantage.

Supported by labs in London and Boston, the team will roll out more next year, beginning with Dubai. The new extension combines content, technology, and data to create solutions int the form of targeted experiences, products, and services that meet specific needs.

The unit blends expertise from both sides of the network to offer a global talent pool. Jack Morton London ECD, Damian Ferrar (pictured), has been named global head of Genuine X. He will lead specialists across data analysis, filmmaking, game design, coding, and more.

“Jack Morton opens new technological possibilities and keeps our challenges and audiences’ interests front and centre. I’m excited about this innovative initiative and the opportunities it will create for us,” said Colleen Cosgrove, Director, Head of Global Events at Reebok.

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