Dentsu Aegis Network has expanded its footprint into celebrity endorsement and sports marketing with the launch of CLab.
CLab will offer solutions which include brand endorsements, brand integrations, property and content creation to digital associations and sports marketing offerings including in-stadia branding, image rights, associations, activations, live events and appearances. The unit has developed, The Star Matrix, a celebrity insights tool which enables qualitative and quantitative learning of the celebrity’s social sphere through a data-based approached.
Ashish Bhasin, chairman and 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."
Haresh Nayak, managing director, Posterscope Group, has been credited as the mentor for the new agency.
He said, “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.”
Deepak Kumar, VP, 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.”