Talent Management (PTM) is partnering with Hansa Research, a leading marketing communications and services group, in a celebrity research study in the field of entertainment. The research study, called CelebTrack, will focus on ensuring that clients get their money's worth when they use celebrities to endorse their brands.
When asked about the immediate purpose of launching the study at this juncture, he says, "We wanted to create a dedicated and well researched knowledge bank for this particular segment. Like TAM or IRS, which are major currencies in their respective fields, there should be a currency in the field of talent management too, we felt."
The research study will cover celebrities from quotas based on occupation, including film stars, sports stars and TV artistes, and quotas based on appeal, including national and region specific talent.
As early as 2001, brands realised that a star has influential power over the consumer and the utilisation of celebrities rose from 25 per cent to 60 per cent. As with all new trends, the celebrity endorsement concept took off in a big way with stars being paid huge sums of money till gradually, it was found that stars do not always draw consumers.
For the record, PTM is a leader in the field of talent management responsible for identifying, grooming and managing talent on the one hand and enhancing an opportunity or solving a challenge through talent-led solutions on the other. It aims to provide 360 degree solutions for talented and famous individuals from the field of entertainment, including films, music, sports, fashion, direction, writing, modelling and acting. Some of the celebrities it manages currently are Priyanka Chopra, Sreesanth, Neil Nitin Mukesh and Pankaj Advani.