Dentsu Aegis Network introduces The Story Lab to India
Dated: December 23, 2015
Japanese advertising giant Dentsu Aegis Network has launched its global branded content unit The Story Lab in India. With over $1-billion billings globally, the new unit will have a separate P&L and will be headed by Sunil Kumaran, former network strategy head at Reliance Broadcast Network. There, his role involved revenue and content strategy for the broadcast platforms. He oversaw creative and brand solutions for clients associated with the network. Kumaran comes with a rich media experience of over 20 years in strategy, media planning and buying and has worked with agencies including JWT, Lowe Lintas and Rediffusion.
Commenting on the launch, Ashish Bhasin, Chairman and CEO South Asia - Dentsu Aegis Network said, “Content is an exciting space for us to be in. Clients are increasingly looking at how they can ‘influence’ the consumers more effectively than just increasing their ‘reach’ through traditional forms of advertising. We have been building various expertise centres within Denstu Aegis Network and TSL is a significant step towards consolidating our position as a Network, which delivers superior value to clients and partners. Also, this is a big step forward in helping us achieve our mission of being the second largest agency group by end 2017 in India, overturning for the first time the existing ranking which has historically been in place for over 80 years in India.”
Kumaran said, "I'm very excited about this new initiative which is based on the philosophy of providing a superior value proposition to clients. Media convergence has disrupted the traditional advertising-led marketing communications model and 'Content' is one of the most valuable assets within media companies' and brands' ecosystems. I am looking forward to doing some exciting work across brands within the Dentsu Aegis Network Group."