Digital marketing agency Organic will launch a new practice to help clients determine opportunities in social networks, videogames, video on demand and other new digital channels, reports AdWeek. The new emerging platforms group will bring together practice leaders at Organic, combined with its Persona Room (which replicates the living and work areas of target audiences), to form the new Organic Experience Lab.

Organic's Experience Lab will delve more deeply into the lives of personas created for clients: "Our Persona Room has helped us build rich insight into user behavior–their needs, wants and desires," Mark Kingdon, Organic's CEO, is quoted by ClickZ as saying. "We address media usage in the context of the Persona Room, but we want to amplify that."

Chad Stoller is the executive director of emerging platforms; based in Organic's New York office, he will lead the development of Experience Lab. He comes from Arnell Group, where he was director of communication solutions.