By Adam Flomenbaum

Viacom last week announced the creation of Viacom Lab, a new division focused on taking the fan experience and fan engagement to the next level.

The Lab will only partly rely on Viacom employees and intellectual property; projects will also be sourced via strategic partnerships with other brands and creators. One launch partner is the largest GIF platform, GIPHY, who will work with Viacom to create and distribute GIFs from fans’ favorite Viacom properties.

The new unit will report to Ross Martin, executive vice president of marketing strategy & engagement, and Kern Schireson, executive vice president of data strategy & consumer intelligence.

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Source: The Drum