Collective Artists Network, a talent management network, has announced the launch of a full-service marketing and creative agency Collective Creative Labs. The group stated that the goal of this new entity is to help brands reach out to consumers using pop culture in a way that resonates with them, creating an emotional connection and building brand loyalty.
“Collective Creative Labs will effectively merge creative and production with its ample network across the creator ecosystem and tech capabilities via its proprietary tech Big Bang Social to help brands effectively advertise to and engage with their audiences,” added the official statement.
Speaking on the launch, Vijay Subramaniam, Group CEO and Founder Collective Artists Network, said, “We’ve come a long way from when pop culture resided primarily on the sports field or in the cinema. Today, it’s everywhere and we want to clear the clutter in that crystal maze for brands. We’ve also come a long way from that age of advertising when television was the singular medium for video and newspapers and hoardings for print. With this new agency we will add a new set of capabilities to our flywheel, making it a truly first-of-its-kind business firmly anchored in our expertise with marrying pop culture across the creator ecosystem including films, television, sports, comedy, music and all other creator genres with advertising.”
The business will be headed by Purti Chaturvedi, Smriti Sharma Bhaskar and Sanjana Jain. Purti has been with Collective Artists Network for nearly a decade and has been driving influencer and content marketing campaigns across all brands for Collective and its creator marketplace Big Bang Social. Smriti Sharma Bhaskar, over the last 17 years, has worked with companies such as Discovery Channel Networks, Fox International Channels, and brands such as Samsung and Perfetti. Sanjana Jain started off as a wildlife documentary filmmaker but over the past 15 years, the alumni of New York Film Academy has directed multiple films for clients like Piramal, Pernod Richard and HP among others.
Sudeep Subhash, Co-founder and Head of Revenue – Corporate at the Collective Artists Network group, said, “We have always strived to be at the forefront of pop culture and with this launch we want to take that commitment further to include how brands interact with their audiences. Through the move from print to digital, or audio to visual, successful campaigns are those that have managed both to draw from and impact the culture around them, irrespective of format and medium. With the launch of this agency, we aim to create effective and socially relevant campaigns for brands keeping cultural trends at the core of our work.”
