DAN launches data driven celebrity endorsement & sports marketing agency

Mumbai: Media agency network Dentsu Aegis Network (DAN), which operates 25 businesses in India, has expanded its footprint into celebrity endorsement and sports marketing with the launch of a new agency CLab.

CLab will deliver solutions that like brand endorsements, brand integrations, property and content creation, digital associations and sports marketing offerings including in-stadia branding, image rights, associations, activation, live events and appearances.

CLab aims to introduce actionable insights with informed decision making into the process of celebrity endorsement. CLabs has developed, The Star Matrix, a celebrity insights tool. The tool enables both qualitative and quantitative learning of the celebrity’s social sphere, giving a deeper and more refined understanding of their multifarious influence vis-à-vis their social interactions.


Ashish Bhasin, chairman & 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.”