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Dentsu Aegis decides to merge Fountainhead Entertainment and psLive
MUMBAI: Dentsu Aegis Network has decided to merge Fountainhead Entertainment and psLive to form Fountainhead-MKTG. This follows the recent acquisition of Fountainhead Entertainment, a 20-year-old experiential marketing and events agency, by the Dentsu Aegis Network.
MKTG is a leading global lifestyle-marketing agency with its headquarters in New York.
With this merger, MKTG will bring their vast resource of experience and knowledge into the Indian landscape. They currently operate in some of the most mature lifestyle markets around the globe.
The first phase of this merger will focus on knowledge transfer, import of technology and training while equipping the group for more effective service. The aim is to increase the effectiveness of experiential marketing and direct consumer marketing by using group expertise and knowledge.
With this influx of international expertise, safety standards, design & technology, Fountainhead MKTG will consistently raise the bar when it comes to producing events within the country. “While officially we are a full-service marketing agency, in reality we are a creative group of people who come to work everyday to create unique, disruptive and innovative projects for our clients,” says Brian Tellis, CEO, Fountainhead-MKTG.
Another high emphasis area will be the creation of intellectual properties for coveted brands that will be energised and supported by all of the Dentsu Aegis Network. While Fountainhead-MKTG already enjoys credibility in this space through their brand Oranjuice Entertainment, new plans are afloat to create further offerings in the market place. These products will be innovative consumer engagement spaces, designed to attract audiences through entertainment, while exposing them to the core attributes of partnering brands.
Dentsu Aegis Network Chairman & CEO – South Asia Ashish Bhasin said, “In India, the lifestyle marketing solutions market is growing at twice the rate of the ATL market. With Fountainhead, a leading player in India and MKTG, a leading global player, we now will have the best offering of global standards, through Fountainhead MKTG. This is another 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.”