TLI is a proprietary Celebrity-attribute analysis system. Comprised of pre-defined Brand Specific Personality attributes, this research identifies the strength of your Brand / Celebrity attributes with key consumers in specific demographics and markets. TLI aims to remove the guesswork in the ideal match-up between Brand and Celebrity. Unlike traditional Talent Agencies, we don’t just book Celebrities. Our mission is to understand all factors and to secure the RIGHT Celebrity fit for each Brand. Every match we make is a thoughtful data-driven decision. In this document, we aim to educate agencies and marketers to the data-aspect of Celebrity Engagement.

2. The Lumenere Group (TLG) is a Talent and Branding Consultancy focusing on
Celebrity-driven Content & Marketing Solutions. We help Brands in Asia to
elevate brand perception, PR and sales through the power of Celebrity.
The Lumenere Group is the pivotal link between Brands and Celebrities. Our job is to
ensure the right Brand/Celebrity fit. We make connections, negotiate deals, and advise
both parties to ensure a successful branding & marketing activation.
Brands and Marketers use The Lumenere Group to identify, license, and activate the
most effective talent for their campaigns.
THE
LUMENERE
GROUP

3. The influence of Celebrity over Brand perception and purchasing power is undeniable.
With the hefty investment, Brands & marketers look to our proprietary TLI (The Lumenere Index) Report for strategic market research to make
data-driven decisions on the right Celebrities for targeted markets.
BRAND & CELEBRITY MARKET ANALYSIS
Strategic Research helps determines a Celebrity’s
effective fit for a Brand. Our research focuses on the
“match-up hypothesis”. Many Brands might believe
that simply throwing an attractive Celebrity into a
commercial is common sense marketing, and can
only increase the appeal of a brand. However,
studies have shown that credibility overrules the
attractiveness of a Celebrity.
WHY
02
TLI is a proprietary Celebrity-attribute analysis system.
Comprised of pre-defined Brand Specific Personality
attributes, this research identifies the strength of your Brand
/ Celebrity attributes with key consumers in specific
demographics and markets. TLI aims to remove the
guesswork in the ideal match-up between Brand and
Celebrity.
https://www.lumenere.com/TLI
WHAT
01
When consumers believe that the Celebrity and the Brand
“match up”, recall of the campaign and impact of the
marketing initiative increase.
Unlike traditional Talent Agencies, we don’t just book
Celebrities. Our mission is to understand all factors and to
secure the RIGHT Celebrity fit for each Brand.
Every match we make is a thoughtful data-driven decision.
HOW
03
THE LUMENERE INDEX (TLI)

4. Tier 2
Talent / Brand
Match-Up
Tier 3
Attribute
Analysis
Tier 4
GAP
Analysis
Tier 1
Talent
Screening
TLI utilizes a
Tiered Approach
to accommodate
various levels of
Client needs

5. Screen through 10-30 of talents to filter the initial set of Talent options to
3-5 shortlisted candidates
Tier 1: Talent Screening
o Consumers swipe through a list of Talents. Swipe right if
they see a Talent-Brand match and left if they do not.
o Test measures reaction time and ranks the talents in terms
of fit.
o This approach is particularly good for measuring initial
reactions to stimuli (e.g measure gut feel and/or establish
which stimuli break through the clutter.
o Average timing: 7 - 10 Business Days

6. Measure the fit between Talents and the Brand through
pre-defined Brand attributes
Tier 2: Talent / Brand Match-Up
o Brand / Talent performance is measured along several
attributes.
o 15 Brand Specific Personality Attributes to be pre-defined by
Brand
o Talent / Brand Specific Personality Attribute performance is
measured and ranked, providing a targeted measurement and
greater depth of insight.
o This research focuses on the “match-up hypothesis”.
o Average timing: 7 - 10 Business Days

7. Make a more strategic assessment on where the Brand and Talents
overlap in terms of attribute associations
Tier 3: Attribute Analysis
o Brand / Attribute performance is measured on top of
Tier-2, adding an extra level of analysis to gain more
strategic insight.
o A Brand-Attribute identity map will define areas of
Brand / Consumer performance.
o Talent / Brand performance is layered on top of it. By
identifying “hot zones”, Clients can identify, a more
strategic understanding of the Talent / Brand / Attribute
overlap.
o Average timing: 14 - 20 Days

8. Imagine an example where Nike needs to decide between an endorsement from David
Beckham or Neymar, that fits specific Brand attributes.
Tier 3: Attribute Analysis (Example)
Stylish
Elegant
Classy
Intelligent
Gentle
Caring
Serious
Conservative
Ordinary
Friendly
Natural
Warm
David Beckham
Beckham performs very strongly as a classy and
styling personality, but this does not match the
more playful and energetic identity of Nike
Match score: 54%
Neymar
Neymar is not perceived as stylish as Beckham but
is seen as a playful and energetic type, matching
Nike’s brand values perfectly
Match score: 86%
Adventurous
Full of energyRebellious
Carefree
Bubbly
Playful
Stylish
Elegant
Classy
Intelligent
Gentle
Caring
Serious
Conservative
Ordinary
Friendly
Natural
Warm
Adventurous
Full of energyRebellious
Carefree
Bubbly
Playful

9. Determine how desired Brand identity and perceived identity differ,
and close the gap with the right Talents
Tier 4: GAP Analysis
o Sometimes there exists a Gap between how a Brand is
perceived by consumers and what it wants to stand for.
o Other times a Brand wants to reposition itself or wants to
launch a product line that requires a different identity.
o In all cases, endorsements from right Talents that match
the direction the brand want to take can play a critical role.
o GAP Analysis identifies the right talent to bridge that Gap.
o Average timing: 14 - 20 Days.

10. Imagine a situation in which Nike wants to move into regular apparel and to do that needs to
have a more elegant and classy identity …
Tier 4: GAP Analysis (Example)
Intelligent
Gentle
Caring
Serious
Conservative
Ordinary
Friendly
Natural
Warm
David Beckham
Although Beckham does not perform strongly on
Nike’s core values, it is the ideal candidate to move
the brand towards a more classy identity
Match score: 78%
Neymar
While Neymar still performs well on certain core
values, his association with Nike will make it difficult
to come across as a more classy brand
Match score: 52%
Rebellious
Carefree
Bubbly
Playful
Elegant
Adventurous
Full of energy
Stylish
Classy
Intelligent
Gentle
Caring
Serious
Conservative
Ordinary
Friendly
Natural
Warm
Rebellious
Carefree
Bubbly
Playful
Elegant
Adventurous
Full of energy
Stylish
Classy

11. No. of
Talents
Sample Size
( n )
Tier 1
TALENT SCREENING
(USD)
Tier 2
TALENT / BRAND MATCHUP
(USD)
Tier 3
ATTRIBUTE ANALYSIS
(USD)
Tier 4
GAP ANALYSIS
(USD)
1-2 150
Up to 10 talents:
$10,500
Up to 20 talents:
$12,000
Up to 30 talents:
$13,500
Sample (n = 150)
$17,000 $19,000 $21,000
3 225 $19,000 $21,500 $24,000
4 300 $21,000 $24,000 $27,000
5 375 $23,000 $26,500 $30,000
6 450 $25,000 $29,000 $33,000
7 525 $27,000 $31,500 $36,000
8 600 $29,000 $34,000 $39,000
9 675 $31,000 $36,500 $42,000
10 750 $33,000 $39,000 $44,000
Project Management Fee: 20% of TLI Research Fee
- A maximum of 15 attributes to be tested for Tiers 1-4. Additional attributes can be measured and billed accordingly.
- All cost options above are per market. Multiple markets will be billed accordingly.
- All cost options are standalone costs (not additive).
- A general population is assumed for the recruitment of respondents of the above cost options. TLI will review the costs should there be any changes on recruitment
demographic specifications.
TLI Research Rate Card
RATES ARE UPDATED EVERY 6 MONTHS.
PLEASE INQUIRE FOR MORE INFORMATION

12. SAMPLE
REPORT
TIER 2
Talent / Brand Match-Up
Talent: Jennifer Lawrence
Analysis: Report only
Markets: Singapore, Thailand,
Vietnam, Indonesia, Malaysia
Demographic:
Age Group: 18 - 30, 30 - 45
Earnings: USD $30 - 100k
Education Level
Sexual Orientation
Sample: Pages 2 of 7 shown
Note:
Do note that each report is
fully customized to individual
Client's requirements and may
not look identical.

13. METHODOLOGY
Engaging Mobile interface (Powered by Skim UNSPOKEN™)
By using native mobile swiping and tapping techniques, participants are immersed in an
intuitive and interactive user experience. The exercises are intentionally short and focus on
gathering only the most essential information. This lean approach eliminates the clutter of
irrelevant details, leading to clear and actionable measurements, while keeping costs low for
our Clients.
Measuring reaction time
Our modeling algorithm incorporates reaction time as a powerful, implicit measurement. To
ensure data quality, a reset function automatically pauses and resets the exercise when
a respondent gets distracted.
Bridging emotional and rational drivers
TLI bridges the gap between these techniques by using intuitive exercises that trigger more
instinctive responses and incorporating reaction time as an implicit measure.

14. GET IN TOUCH
Contact Us

15. GET IN TOUCH
THE LUMENERE GROUP (TLG Asia)
8 Shenton Way, AXA Tower
Level 34-01
Singapore 068811
LUMENERE@LUMENERE.COM
+65-6704-7495 (Singapore)
+1-213-282-8058 (N. America)
http://www.LUMENERE.com
ADDRESS PHONE & EMAIL SOCIAL NETWORKS
facebook.com/thelumeneregroup @lumeneregroup