In a significant move that could reshape the landscape of brand marketing, N6 Group (N6G) has announced the launch of SHFT Labs, a strategic think tank designed to address the complex marketing challenges faced by modern brands. This new venture represents a notable expansion of N6G’s portfolio, which already spans digital media, marketing, sports, entertainment, and technology sectors.
SHFT Labs distinguishes itself through its problem-solving approach, leveraging a team of experts in creative, media, and technology fields. The think tank’s unique selling proposition lies in its ability to integrate artificial intelligence (AI) technology with a deep understanding of marketing dynamics to provide tailored solutions for brands.
The launch of SHFT Labs comes at a time when brands are increasingly grappling with the complexities of digital marketing in a rapidly evolving landscape. By offering a think tank-style business model, SHFT aims to complement existing teams and agency partners, focusing on solving specific problems in creative, media, social, and tech domains.
One of the key strengths of SHFT Labs is its versatility in execution. Once a solution is determined, the think tank can implement it across various touchpoints, ranging from full-funnel cross-platform advertising campaigns and content creation to eCommerce design and development. This comprehensive approach allows for seamless integration with client teams, addressing specific areas of focus.
The effectiveness of SHFT’s approach is already evident in its work with notable clients. For Habitat for Humanity, SHFT created a social advertising campaign that raised nearly $700,000, breaking previous fundraising records. The think tank also demonstrated its versatility by creating and launching an eCommerce platform for high-end jewelry designer Sidney Garber, showcasing its ability to cater to diverse client needs.
SHFT’s innovative approach extends beyond client services. The company is developing TIDL, a revolutionary marketing platform that uses AI and machine learning to provide a FICO-type scoring for a brand’s overall marketing efforts. This tool could potentially transform how brands evaluate and optimize their marketing strategies.
Jason Jacquot, Head of Digital and Media for SHFT, emphasized the importance of synergy in marketing: ‘The synergy of content, web, and media fuels brand potential. When these components are in harmony, they create a seamless experience that captures users’ attention and drives remarkable outcomes.’
The launch of SHFT Labs aligns with N6 Group’s strategy of diversification and innovation. It joins a portfolio that includes West of Fairfax, an all-female social team, KRMA, and Club Underdog, an ownership group with investments in multiple football clubs.
Morgan Harris, CEO at N6 Group, described SHFT as a ‘natural evolution and expansion of the N6 Group brand.’ He highlighted the think tank’s ability to leverage data-driven creative solutions for specific brand problems by combining best-in-class creative, media, and technology.
The introduction of SHFT Labs represents a significant development in the marketing industry. By combining AI technology with human expertise in a think tank model, SHFT Labs offers a novel approach to solving complex marketing challenges. This launch not only expands N6 Group’s capabilities but also provides brands with access to cutting-edge services and expertise, potentially reshaping how companies approach their marketing strategies in the digital age.
As the marketing landscape continues to evolve, initiatives like SHFT Labs may become increasingly crucial for brands seeking to navigate the complexities of digital marketing and maintain a competitive edge. The success of this venture could set a new standard for problem-solving and innovation in the marketing industry.
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