What is IPG's Emerging Media Lab?

I learned today that IPG's Emerging Media Lab has launched a new consumer-generated-content practice. This made me wonder what IPG's Emerging Media Lab is. According to the homepage...
The Interpublic Emerging Media Lab serves as both a real, physical space in which new marketing solutions can be tested, and a digital hub that binds together a thriving community of connected content creators and consumers.
If you work for an Interpublic company, you can join and get their newsletters and possibly participate I suppose, but you're shut out if you work for a different company. Seems like a good way for a mega-ad-conglomerate to venture into new media technologies.

Edit: Here's a ClickZ interview with Emerging Media Lab's captain, Brian Monahan


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