Digitas Opens Marketing 'Lab' in San Francisco

Digitas said it is looking to take campaign research and testing to a new level with its Marketing Automation Lab.

The agency has opened the facility in its San Francisco office. It uses state-of-the-art computer technology to help clients develop, test and fine-tune multichannel marketing campaigns.

Through the lab, current and prospective clients can work with the Boston-based agency’s staff to build and refine marketing solutions across multiple media. Entire global campaigns—integrating everything from direct mail to TV commercials and phone-center fulfillment—can be modeled in the lab, agency executives said.