• by Larissa Faw , May 18, 2014

Publicis Groupe is the first agency holding company and ninth corporate member to join the NYC Media Lab. The lab, launched in 2010 by the New York City Economic Development Corporation, New York University and Columbia University, connects companies seeking to advance new media technologies with university labs, programs and talent in New York City.

"We're excited to help them connect with student and faculty talent in design, data science, engineering and more across NYC's campuses to pursue innovation," says Justin Hendrix, executive director of the lab.

While Publicis Groupe agencies, including DigitasLBi and Razorfish, have participated in roundtable discussions and events held by the lab since its inception, as a corporate member. all Publicis Groupe agencies will have the opportunity to take part in seed projects, which leverage student and faculty talent across the city's universities.

Seed projects can take various forms, depending on the needs of each company, such as a research project or prototype. Last year, the lab launched its first round of seed projects with Hearst, Time Warner Cable and Verizon.

"The students and faculty members participating in NYC Media Lab offer our agencies added insights, expertise, and ideas that can help us stay ahead of the constant shifts in how people use media and technology," says David Berkowitz, chief marketing officer, Publicis' MRY. "We are excited to connect with this talent while collaborating across our agencies to further our clients' business goals."

Lab members also receive invitations for cross-company roundtables, panel discussions and demo nights, as well as to its annual summit, the premiere event we host each year that convenes its membership and showcases leaders in digital media and technology innovation.

The lab began accepting members at the start of 2013 and recruits new members through meetings with high-level executives at companies, as well as through invitations to lab events.

There is no application process. Members pay an annual fee for one of three levels of membership: affiliate ($10,000), corporate ($50,000) and strategic ($300,000).