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.”