MUMBAI: Dentsu Aegis Network has formed its ninth global network brand, MKTG, the lifestyle marketing agency it acquired in August 2014 headquartered in New York.
The agency's 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 truly global lifestyle marketing solution for clients.
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.
“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. 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,” said Dentsu Aegis Network CEO and Dentsu Inc. executive officer Jerry Buhlmann.
In addition, 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 US-based sports and entertainment consultancy team Epic will be realigned as part of MKTG over the next 12 months.
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, which will make us the best lifestyle marketing solutions agency in India. 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.”
“We are truly excited about this next chapter and the opportunity to work across the network to deliver unrivalled 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,” said MKTG global brand president and MKTG USA CEO Charlie Horsey.
