KPM Global Media Lab
Exploring what's next in marketing.
A dedicated unit experimenting with emerging marketing technologies. Used when it makes the work better. Never presented as a trick.
Technology should expand creativity — not replace it. The lab exists so KPM Global Media can test AI creative, virtual presenters, automation, and AI search without turning every client into an experiment.
A typical week in the lab is unglamorous: generate variants, reject most of them, keep the one that a director would still sign, then ask whether it belongs on a website, in an ad account, or nowhere.
Healthcare, finance, and beauty get extra rails. If the method cannot be disclosed, it does not graduate. What proves useful enters the calendar. What does not stays here.
How we use it
Three rules for the lab
Expand, don’t replace
AI and automation are in the room to give the craft more range — faster tests, more versions, clearer journeys. They are not a substitute for taste.
Graduate or kill
An experiment earns a place in a client calendar only when it is more useful than the method it would replace. Most ideas stay in the lab.
Disclose the method
If a film, still, or presenter is synthetic, the brief says so. Healthcare, finance, and beauty do not get ‘AI magic’ as a surprise.
Areas