Campaign India Team
Dec 21, 2020

Dentsu International merges The Story Lab with C'Lab

Deepak Kumar, director, C’Lab, will lead the business

Deepak Kumar
Deepak Kumar
Dentsu International has announced that it is merging its celebrity, influencer, and sports marketing division – C’Lab, with its global branded content division - The Story Lab (TSL) in India. 
 
Deepak Kumar, director, C’Lab, will lead the business in India as country head for The Story Lab. 
 
Adding these two agencies together is aimed at simplifying clients’ needs in the content space and leverage TSL’s footprint and IPs across the globe. The merged entity will operate under the TSL brand.
 
Kumar said, “‘Content is king’ is an old adage but the relevance continues. Its significance, in fact, has increased manifold during the lockdown and further fueled with the advent of newer platforms. It’s an exciting and challenging time to be in this business wherein harnessing a brand’s interest and relevance to the consumer will be the key guiding force for us.”
 
Haresh Nayak, COO India - Media Brands, dentsu, added, “As we enter an era of simplification, this move will only help clients achieve single-window content solutions. TSL will redefine content across multi-platforms and multi-devices, offering brands immersive experiences. Our global and local experiences will only help brands to get the best of both worlds.”
Source:
Campaign India

Related Articles

Just Published

5 hours ago

'It's time to make sustainable choices sexy': ...

Active consumer demand for sustainable living is lagging, and this is an opportunity for the creative business to make a real, positive impact, says Singh

6 hours ago

Dove asks consumers to #StopTheBeautyTest

Watch the film conceptualised by Ogilvy here

13 hours ago

63% Indians want to watch ads in exchange for free ...

17 markets including India, Mexico, Spain and Poland favoured this concept, according to YouGov's global media report 

15 hours ago

INS wants Google to compensate Indian newspapers ...

This follows Google agreeing to better compensate and pay publishers in France and Australia