MediaLab MENA, headed by strategic planning manager Nareena Mehra, will act as a dedicated strategy and resource centre that aims to maximise the value of Mediaedge:cia client's brand communications.
The five-person team will support all Mediaedge:cia offices in the region by trend watching, providing consumer research and insight, and carrying out strategic investment evaluations.
Yves-Michel Gabay, Mediaedge:cia MENA international business and development director, said: "MediaLab is a valuable service tool of the MEC global network and has been established as a part of Mediaedge:cia MENA's ongoing regional development.
"The move is yet another show that Mediaedge:cia MENA is growing as fast as the Burj Dubai tower, with 17 new faces alone in 2007 across the network in the UAE, KSA, and Lebanon offices."
Mediaedge:cia also has offices in Oman, Kuwait, Egypt, Tunisia, Morocco, Jordan, Bahrain and Algeria, and currently has a total of 190 staff.
MediaLab is based at Mediaedge:cia MENA's Dubai headquarters.
Mehra started her account planning career at Leo Burnett (US) before taking a planning role at Grey in New York, working primarily on healthcare clients like Novartis and Eli Lilly.
She entered the Middle East with Saatchi & Saatchi Dubai as senior strategic planner for the MENA region. She then headed the strategic planning department at Dentsu Middle East before joining Mediaedge:cia in January this year.