Dentsu Merges its Celebrity, Influencer and Sports Marketing Division C’Lab with The Story Lab

Marketing | December 21, 2020 | News

Dentsu International C’Lab The Story Lab (TSL)

Dentsu International has announced the merger of its celebrity, influencer, and sports marketing division C’Lab with its global branded content division, The Story Lab (TSL). The merged entity will operate under the TSL brand and further strengthen its foundation in the country.

The unification of these two agencies is aimed at simplifying clients’ needs in the content space and leveraging TSL’s footprint and IPs across the globe. Some of its popular IPs are ‘Game of Clones’, ‘Ninja Warrior’, ‘No Sleep No FOMO’ and a host of other exclusive IPs and branded content properties. C'Lab specialises in creating tactical content in the space of sports and entertainment.

Deepak Kumar, erstwhile Director, C’Lab, will lead the business in India as Country Head, TSL. Commenting on his new role, Kumar said, “Content is king – it is an old adage, but its relevance continues. Its significance, in fact, has increased manifold during the lockdown and further fuelled 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.”

“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,” Haresh Nayak, COO India- Media Brands, Dentsu added.

With the merger of these two entities, TSL will work with brands to innovate the art of story-telling. It will also introduce global learnings into the local market, infused with local understanding.

The merged entity will simplify clients’ needs in the content space and leverage TSL’s footprint and IPs across the globe. Deepak Kumar will lead the business in India as Country Head, TSL.

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