Photo Credit: Jack Morton

Interpublic’s Jack Morton and its tech shop Genuine are creating an innovation unit that is tasked with developing “future-forward” experiences, products and services. The new unit, Genuine X, will be similar to an innovation practice inside sibling agency R/GA, offering expertise in content, emerging technology and data.

Jack Morton’s Executive Creative Director Damian Ferrar will shift from that role to serve as this new practice’s global head and lead a team of largely non-traditional agency workers, including creative technologists, filmmakers, game designers, and data analysts.

Key members include Creative Technology Director Sebastien Jouhans, who joins from R/GA; director of experiential technology; Rob Brecher, who previously worked at Genuine, director of strategy; Jillian Curran, who departs from MTV; and creative director Martyn Gooding, who joins from Gravity Thinking.

Genuine X launches with three partnerships to bolster its offering from the start.The practice works on the “intersection” between content, technology and data.