Independent consultancies RICE and AKIN have signed a Memorandum of Understanding (MoU) to launch a new business unit LAB360, to help organisations design, integrate and innovate marketing and communications for business growth across Asia. The launch of the unit by the two firms represents an open, cross-disciplinary collaboration in an industry that is typically fragmented.

“The events of the past year have chipped away at marketing and communications silos because brands recognise that what they say, do, and believe are intertwined to an unprecedented degree,” said Agung S. Ongko, Head of LAB360 and Director, Strategy and Insights at RICE. “LAB360 will serve as that intersection to map out all earned, paid, and owned channels in one place while identifying data-led interventions for business impact.”