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Dentsu Aegis Network forms 9th global network brand ‘MKTG’
MUMBAI: Dentsu Aegis Network has announced the formation of a ninth global network brand ‘MKTG’, thus adding a lifestyle marketing pillar to the network.
Following the August 2014 acquisition of US based MKTG Inc, the move further strengthens Dentsu Aegis Network’s sports and entertainment, experiential and lifestyle marketing offering and continues its expansion around the globe.
In addition, the out-of-home agency Posterscope’s experiential arm, psLIVE’s offices across Europe and Asia Pacific, South Africa’s Crimson Room, Australia/New Zealand’s Apollo Nation and leading US based sports and entertainment consultancy Team Epic will be realigned as part of MKTG over the next 12 months.
Dentsu Inc executive officer and Dentsu Aegis Network CEO Jerry Buhlmann said, “As a network, we are constantly evolving to meet the demands of our clients, to be responsive to the needs and desires of consumers and to remain pioneering in the evolution of our industry. The tremendous growth and importance of lifestyle marketing made it clear that strategically it was time to unify our like-minded businesses as one single brand. We are completely committed to building out our lifestyle marketing offering and integrating the combined strength of these services to deliver on a far larger and broader scale.”
Leveraging its collective experience, global network and resources, the realigned agency will provide clients with an integrated through-the-line service offering including sports and entertainment consulting, experiential marketing, sponsorship identification, negotiation and activation, hospitality, strategy, research and insights, custom measurement, digital and creative capabilities, content development, design and retail marketing.
Posterscope global brand president and MKTG global chairman Annie Rickard added, “Something that sets Dentsu Aegis Network apart is that we are constantly re-evaluating our businesses and are willing to reorganise ourselves to best serve our clients; ultimately providing the best value we can. With this realignment, we can now provide a seamless offering across lifestyle, sports and entertainment for our clients and allow all of our agencies to benefit from this platform.”
As the agencies transition towards operating as one global brand, MKTG will grow from 450 full time employees and 7,000 brand ambassadors in the United States, to nearly 1,000 full time employees in 14 countries, providing a global lifestyle marketing solution for clients. MKTG will be headquartered in New York City.
MKTG USA CEO and MKTG global brand president Charlie Horsey said, “We are truly excited about this next chapter and the opportunity to work across the network to deliver un-rivalled lifestyle marketing solutions for brands. The realignment will also greatly benefit our current long-standing client base and our employees who now have the ability to plug into resources and opportunities around the globe.”
Dentsu Aegis Network chairman and CEO South Asia, Posterscope and psLive Asia Pacific chairman 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, which will make us the best lifestyle marketing solutions agency in India.”