Jack Morton, the brand experience agency, has launched Genuine X – the agency’s innovation practice.

The initiative is designed to support clients’ business needs and is supported by offices in London and Boston – with more to be announced in the new year. Genuine X will “create innovative solutions to brand challenges through new experiences, products and services”.

Damian Ferrar has been appointed as global head of Genuine X. Executive creative director for Jack Morton, London since January 2017, in his new role Ferrar will lead a “global team of strategic, creative and technology experts with UX, creative technology, data analysis, film making, game design and coding skills”.

Key members of the team include director of strategy, Jillian Curran; creative technology director, Sebastien Jouhans; director of experiential technology, Rob Brecher and creative director, Martyn Gooding. Previously Curran worked in insights and innovation for MTV, Jouhans was technology lead at R/GA, Brecher developed the experiential technology offering at Genuine and Godding was creative director at Gravity Thinking.

Colleen Cosgrove, director and head of global events at Reebok, said: “Jack Morton’s team has a way of working which opens new technological possibilities for us, while keeping our challenges and our audiences’ needs and interests truly front and center of the experiences we create together. I’m excited about this innovative initiative and the opportunities it can open for us.”

Genuine X has also announced three new partnerships including instant emotion analysis service, EMRAYS; voice experience platform, Voicify and the UK government’s immersive technology agency, Immerse UK.

Ferrar commented: “Technology is creating amazing new opportunities for brand experience. Genuine X is a new way of thinking, and a new way of working, which will allow us to harness the most relevant emerging technologies to help our clients win in an ever more disruptive marketplace.”