Jack Morton forms innovation practice Genuine X

Jack Morton has announced the launch of an innovation practice called Genuine X to offer clients solutions related to content, emerging technology and data.

The practice will first be rolled out in Dubai and staffed by specialists from Jack Morton and its technology agency Genuine.

Damian Ferrar, the executive creative director of Jack Morton, has been named as the global head of Genuine X. Other members of the team include Sebastien Jouhans, creative technology director; Rob Brecher, director of experiential technology; Jillian Curran, director of strategy and Martyn Gooding, creative director.

The Asian rollout of Genuine X is planned but the dates are unconfirmed.

The launch of Genuine X also coincides with Jack Morton’s partnerships with three tech agencies. These partners are instant emotion analysis service EMRAYS; voice experience platform Voicify and Immerse UK, an immersive technology agency from the UK government.