Starting with Beirut based team, a 2-day intensive digital and social workshop was launched in the mountains of Lebanon on June 27 and 28, 2014. Called Leo Lab 3.0, the workshop aimed to boost digital media savvy among the network strong workforce. In a continuous effort to develop core competencies in digital and social communication, workshop was rolled out first with Leo Burnett Beirut team at the Intercontinental Mazaar resort for an intensive and immersive journey of technological innovation.
"Our goal is to move the entire agency network from thinking of digital as something specialized to making it a core requirement for anyone across all disciplines" says Yousef Tuqan - Leo Burnett MENA - Chief Innovation Officer.
Over the course of the two day instructional retreat and with the help of field experts from Leo Burnett MENA and Holler, the team dived into further exploration on how technological innovations can redefine the way brands connect with people in both the on and offline world.
"We need to put social thinking at the heart of everything we do and start with digitally native ideas" says Samer Shoueiry - Regional Director of Strategies and Innovation in Leo Burnett Levant.
Drawing from case studies and globally relevant research, the team delved into how technology could be applied to the natural cadence of our daily lives in order to make routine activities and behaviors more streamlined, meaningful or entertaining. The attendees then broke off into teams to tackle real client briefs, applying the strategies and thinking. The workshop concluded with an inspiring presentation of creative work done with technological or digital innovation at its core, with each team being judged by an panel of industry experts.
The workshop is planned to roll out in the entire MENA region during the course of 2014.
