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

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. To address the existing gaps and evolving nuances of the industry, the unit has developed The Star Matrix, a unique celebrity insights tool, a press release said. It enables both qualitative and quantitative learning of the celebrity’s social sphere, giving a deeper and more refined understanding of their varied influence vis-à-vis their social interactions.

Ashish Bhasin, Chairman & CEO, Dentsu Aegis Network - South Asia, said, “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, under whose executive mentorship the new agency has been set up, 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.”

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