Porter Novelli, a subsidiary of advertising company Omnicom Group, has unveiled PN Digital Labs, an initiative to collaborate with the startups who are creating the interactive technology and services of the future.

The company said that the mantra of PN Digital Labs is to identify, empower and partner with best-in-class digital startups and companies. In the spirit of entrepreneurship and open innovation, PN Digital Labs will foster collaboration by delivering best-in-class digital strategy and products to Porter Novelli clients and exposing startups to Porter Novell's top-tier client base. PN Digital Labs aims to facilitate breakthrough innovations within Porter Novelli's service and product offerings on behalf of its clients. 
 
Brad McCormick, Executive Vice President of U.S. Digital at Porter Novelli, said: "Some of the most pioneering technologies were created via collaboration, and that is what we hope to encourage with PN Digital Labs. We seek to create synergy between Porter Novelli's strategic approach and our partners' technical brilliance. We believe this cross-pollination will help us deliver the most effective and innovative digital programs for our clients, and help our partners hone their own products."
 
The company said that startups may submit offerings to pndigitallabs.com for the chance to become part of PN Digital Labs. Companies will compete to present to Porter Novelli's digital and client teams with the aim of collaborating on future campaigns and creating products for Porter Novelli clients. 
 
Michel Ramah, Partner, Director of Strategic Planning at Porter Novelli, said: "At Porter Novelli, we will continue to expose our clients to best-in-class innovations, building on our legacy of technology leadership."