TBWA\RAAD DAN partners with Hyper Island to disrupt digital norm at Dubai Lynx 2014
TBWA\RAAD Digital Arts Network (DAN) has partnered with highly acclaimed Hyper Island for this years’ Digital LAB at the Dubai Lynx Festival of Creativity, 9-11 March 2014. A tailored version of Hyper Island's internationally celebrated Master Class will be delivered over the three days. Participants will experience a fast-paced series of presentations and collaborative workshops led by DAN and Hyper Island.
Mobile will be the central theme at this year’s digital LAB. Noah Khan, Head of DAN said, “We chose mobile because there are now more mobile devices than people in the world and the growth is exponential. A mobile screen is the first thing we look at in the morning and the last thing before going to bed. As a region, we account for the second-largest mobile phone population in the world; 525.8 million people of any age used a mobile phone at least monthly in 2013. Smartphone use in our region nearly doubled in 2013 to 112.2 million, up from 67 million in 2012. Nobody can ignore the importance of mobile at the moment and this is an opportunity for businesses to understand and more importantly develop strategies to lead in this sector”.
Reda Raad, COO TBWA\RAAD said, “We are working with world class partners to bring something new and disruptive to Dubai Lynx. Hyper Island has been dubbed the digital Harvard by our global team and we are genuinely excited to work with these guys and bring a whole new dimension to the LAB this year. We want our delegates to experience less of a ‘LAB’ and more an introduction to a new way of thinking. We want to prepare our delegates not to follow the digital revolution but be a part of leading it. The digital space is becoming increasingly competitive, companies can no longer just follow trends to own this space; they need to create them.”
Hyper Island’s Per Vidar Lundberg added, “We are all about collaboration and jumped at the opportunity to work with TBWA\RAAD DAN. They have chosen the perfect theme for the LAB, mobile has gone from being a portable phone used mostly for calls and texts to becoming an indispensable remote for connected lives. It is no longer just the phone but any network device such as wearables and the ‘Internet of Things’. It is really about human behavior, the freedom to be anywhere and reach anyone. It's about being social. And yet, more than 45 percent of businesses do not even have a mobile-friendly web site. Participants will not only understand the power of the mobile revolution, they will also identify needs and create prototypes for new mobile solutions. They will explore new business opportunities built on the knowledge about mobile behavior; which often challenges the way marketing and communication is executed in traditional media.”
Under the TBWA\RAAD umbrella, DAN creates, develops and implements all digital offerings across the entire integrated communications group. The most awarded digital agency in the region, DAN has seen phenomenal success since it was founded in 2011. It has become recognised for developing advanced digital and social solutions; DAN regularly raises the creative bar for the regional digital standards. This is the second year DAN will host the digital LAB at Dubai Lynx and the team have chosen“Man cannot discover new oceans unless he has the courage to lose sight of the shore” (Andre Glide) as this year’s motto.