womenslab pressrelease
New creative collaboration platform to accelerate female creative talent and female-inspired innovation.
Brussels, Belgium. For immediate release. March 8th, International Women’s Day, marks the launch of WomensLab (www.womenslab.org) - a creative platform that aims to connect women across all creative disciplines, act as accelerator for female creative talent and generate female-inspired innovation. The creativity, insight and knowledge gathered on WomensLab will also offer an inspiration pool for people, projects and brands that want to innovate.
WomensLab is a collaboration between Muse Communication, one of Europe’s leading communication agencies specialized in smart marketing to women, and AddictLab, a global creative think tank that already counts over 4.000 creatives and aims to generate innovation across all platforms.
WomensLab founders Jan van Mol and Sabine Clappaert, both corporate renegades agree: “The way in which business will be done in the future is changing forever. Gone are the days of hierarchical company structures and rigid processes in which innovation features once every quarter at the ‘off-site brainstorm’. The future is based in collaborative efforts such as these. Collaborations that grow and morph organically, where being quick, flexible and looking at things completely differently than one is expected to, leads to innovation as well as responsible, sustainable profitability.”
With the launch of WomensLab, founders Jan Van Mol and Sabine Clappaert create an unheard of pooled source of female creativity and female-inspired innovation. A knowledge centre that brings women together to broker productive creative collaborations that lead to innovations that benefit individuals, brands and society as a whole. WomensLab pools women from all creative disciplines: from photographers and architects to product designers, copywriters, musicians, cinematographers, stylists and interior designers.
“We already have more than 2.000 female creatives in our community. If we start from the premise that artists and creative thinkers conceive before the masses take over then initiatives such as WomensLab will foster more innovation through their sheer clustering of talent across disciplines. It is exactly the exchange of input and ideas between these platforms that leads to new, innovative ways of looking at things,” says Addictlab founder Jan Van Mol.
Sabine Clappaert of Muse Communication adds: “Women have a unique way of looking at the world, of approaching a challenge or task and of interacting with everything from products to communication. It is this uniquely female perspective that we want to harness to the benefit of both companies and society.”
With the launch of WomensLab, both Addictlab and Muse Communication will offer their clients a multi-cultural pool of creatives to tap into to help develop and test everything from new products to innovative and creative communication concepts or campaigns.
Adds Jan Van Mol: “I believe in a more active role in the creation of things. I'm naive enough - still - to believe that with this collaborative force and methodology we really can make sustainable changes. I have a lot of respect for people who use their creative talent to come up with ideas that actually try to change something. With WomensLab we want to harness that talent and energy to help both the creative and the brand for whom they perform the work.”
About WomensLab
WomensLab is a LABORATORY for women across all creative disciplines - a PLAYGROUND for female artists - an ACCELERATOR for creative talent - an INSPIRATION pool for people, projects, brands, a KNOWLEDGE center for gender related marketing, a GENERATOR for female-inspired INNOVATION
www.womenslab.org
blog: www.womenslab.blogspot.com
About Addictlab
Jan Van Mol's unique cross-over laboratory publishes the internationally acclaimed “Ad!dict Inspiration Books”, allowing individuals, brands, non-profit organizations, governments and cities to tap into Addictlab’s unmatched pool of multidisciplinary creative talents to further enhance their product innovation and brand identity. The lab has been active for the past 11 years in publications, exhibitions and workshops and has developed its own crowdsourcing and brainstorming techniques. Addictlab’s mission is to discover and accelerate creative talent, as well as marshal those resources to generate innovation and sustainable changes for third parties. Addictlab has dedicated labs on business travel, nanotechnology, food, chocolate, contemporary mothers and many more. www.addictlab.com
About Muse Communication
Muse Communication is a creative agency specialised in smart marketing to women. Founded in 2006, Muse Communication has created groundbreaking communication programs that effectively reach women for a wide range of clients in diverse sectors, from automotive to weight-loss. In this quickly evolving business- and communication landscape, Muse Communication keeps its finger on the pulse of the evolving female consumer, developing tools that harness intimate consumer insight and lead to the creation of communication that is relevant, believable, honest and ethical. In short: communication that really connects with female consumers.
www.musecommunication.com
FOR MORE INFORMATION PLEASE CONTACT:
Sabine Clappaert
sabine@womenslab.org
tel: +32 476 991 776
Jan Van Mol
jan@womenslab.org
