Creative Technology
Marketers and advertisers are also looking toward the power of creative technology to re-engage customers. The UK's Marketing Agencies Association is promoting creative technology as a way to build a more connected and personalized engagement with prospective customers, which launched a Creative Technology Initiative in early 2015. Industry associations and developers, arts organizations and agency creatives alike call for more investment in technology, which has lagged behind the sea change in the industry that is introducing more technology into creative fields such as Google. Many advertising agencies and other businesses have begun to create internal labs for research in creative technology. For example, Unilever created its Foundry Project as a way for the company to "embrace the mentality of hacking, deploying and scaling"; they share their discoveries and view the lab as a way to incorporate technology into the company, drive experimentation and engage with strategic partners. The Adobe Creative Technologies lab collaborated with the MIT Media Lab, one of the most notable endeavors in the creative technology field, to give artists the ability to draw geometric designs with a computer without having to master text-based programming or math.