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Production has traditionally been a behind-the-scenes department within agencies, working diligently while the creative teams took center stage. However, in a world where content reigns supreme, production is increasingly recognized as a service that is challenging for clients and tech giants to replicate.
MSQ, a prominent marcoms group with over 1,000 employees and a global presence, has introduced M3 Labs. Described as an “end-to-end AI and people-powered production agency,” M3 Labs aims to assist businesses in creating, managing, and measuring their marketing content, with a focus on data, technology, media, and sustainability.
The leadership of M3 Labs includes global managing director Darren Khan and executive chair Mark Cramphorn, who report to executive director Kate Howe. Khan, who joined MSQ last year to launch MSQ’s Source initiative, which leverages creator and influencer talent, now leads this new venture.
Khan states, “M3 Labs will enable brands to connect more effectively with customers by producing more assets that are optimized and personalized, delivered faster, and with sustainability integrated from the outset. Our sustainable production approach results in a 35% cost saving and an 80% reduction in carbon emissions.”
Cramphorn adds, “Advancements in AI and technology have revolutionized production, and MSQ’s extensive knowledge and product development in this area allow us to offer a cutting-edge solution that truly meets clients’ needs. Whether marketers are facing challenges with content personalization, seeking to reduce waste, or aiming to enhance the sustainability of their production process, M3 Labs can provide the right specialists and tools at the right moment.”