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DAN launches data-driven celebrity endorsement and sports marketing agency ‘CLab’

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MUMBAI: With the launch of CLab, the media and advertising conglomerate Dentsu Aegis Network, which operates 25 businesses in India, has expanded its footprint into celebrity endorsement and sports marketing.

CLab will deliver solutions that range from 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.

CLab aims to introduce actionable insights with informed decision-making into the process of celebrity endorsement. Therefore, to address the existing gaps and evolving nuances of the industry, the unit has developed, The Star Matrix, a unique celebrity insights tool. The tool enables both, qualitative and quantitative learning, of the celebrity’s social sphere, giving a deeper understanding of their multifarious influence vis-à-vis their social interactions.

Dentsu Aegis Network - South Asia chairman and CEO Ashish Bhasin said, “We hope to bring a data-based, scientific approach in the area of establishing brand image with the help of celebrity endorsers under CLab."

CLab 'mentor' Posterscope MD Haresh Nayak 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.

CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. A team of experts is now in place at CLab to deliver it."

CLab VP Deepak Kumar said, “If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving force is common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae and (formed CLab)."

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