Dentsu’s CLab to handle data-driven celebrity endorsement and sports marketing agency

07 Sep,2017

By A Correspondent


Dentsu Aegis Network, the media and advertising conglomerate that operates 25 businesses in India, has now expanded its footprint into celebrity endorsement and sports marketing with the launch of CLab.


With the launch of this new agency, the network intends to bring in a differentiated approach into the field of celebrity endorsements that is intelligent and is supported through substantiated understanding of the industry.


Commenting on the launch, Ashish Bhasin, Chairman & CEO, Dentsu Aegis Network- South Asia said: “Today several of our clients invest huge amounts of money to establish their brand image with the help of celebrity endorsers. This is often done on gut feel. We hope to bring a data based, scientific approach in this area. Many of these celebrities are sportsmen and sportswomen and that gives us a great opportunity to offer both celebrity management and sports marketing under CLab.”


Added Haresh Nayak, Managing Director – Posterscope Group, under whose executive mentorship the new agency has been set up, added, “Our vison with CLab is to bring accountability and informed decision making in a discipline which functions on perception, probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. All the requirements of the Dentsu Aegis Network clients pertaining to celebrity endorsements and sports marketing will be directed to CLab for servicing and a team of experts is now in place to deliver this.”


Said Deepak Kumar, Vice President- CLab, said, “Its exciting times for the group, which believes in constant innovation and service diversification into sectors that add value to media industry holistically and this has always been a part of our growth strategy. If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving forces for the two are common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae that existed and focused our approach into forming India’s first data driven celebrity endorsement agency.”


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