Dentsu Aegis to bring MKTG to India, merge it with Fountainhead Entertainment

econ times
from The Economic Times India by Pritha Mitra Dasgupta, ET Bureau Jan 28, 2016, 11.22AM IST

MUMBAI: Dentsu Aegis Network is bring ing its New York-based lifestyle marketing agency MKTG to India. The agency will be merged with Dentsu Aegis’ recently-acquired event management company Fountainhead Entertainment, which was renamed as Fountainhead psLive.

The new unit will now be called Fountainhead-MKTG. “In India, the lifestyle marketing solutions mar ket is growing at twice the rate of the ATL (above-the line) market. The formation of Fountainhead MKTG will help us achieve our mission of being the second-largest agency group by end 2017 in India,” said Ashish Bhasin, chief executive officer, South Asia at Dentsu Aegis Network.

The development marks the end of the psLive, the London-based media and communication firm’s experiential marketing unit, in India.

Fountainhead has over 200 employees across offices in Mumbai, Delhi and Bengaluru. The first phase of the merger will focus on knowledge transfer, import of technology and training. One major objective of this new unit will be to create intellectual properties for brands, the company said.

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Written by Stephanie Rudnick
Stephanie Rudnick

February 3rd, 2016 at 3:51 pm

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