Mindshare has opened the doors of its Adaptive Lab to help brands see and experience the possibilities for engagement with the connected consumer.

“Gone is the day of one size fits all static push,” said Greg Brooks, global marketing director of Mindshare. “Brands can be increasingly adaptive in terms of creative, placement, inventory, they type of advertising, even the product itself and the packaging.”

Mindshare will offer workshops and interactive sessions to help clients understand the opportunities and challenges presented by new devices. The lab has a range of smartphones, tablets, PCs and games consoles, including several running Windows 8 cross-platform, including the Sony Vaio Tap 20 tablet.

“We live increasingly digital media lives that produce lots of data so it’s getting easier to use all that to make campaigns more adaptable. Everybody’s got a mobile – we get it  – but now we need to help brands understand the complexity of working with mobility, understand the mobile experience and be part of that person’s life through that device.”

The Adaptive Lab has opened at the London office.