Dentsu Aegis houses experiential mktg under new brand
Consolidating its experiential marketing offer in key Asia Pacific markets under one banner, Dentsu Aegis Network is launching psLive. The agency will be rolled out to various markets in the region in 2014. Ashish Bhasin, Chairman and CEO, Dentsu Aegis Network South Asia has been given the additional mandate of Chairman APAC, Posterscope and psLive – Asia Pacific.
“psLive will play an important role in Asia Pacific, particularly in key markets like Australia, New Zealand, Southeast Asia and India. We see this as a fast growth area for our business in the years to come,” said Nick Waters, CEO Dentsu Aegis Network Asia Pacific.
More details on the rollout plan for psLive would be disclosed soon but it is known that the first market where the brand would be launched in is India.
Detailing the plans for psLive in APAC, Mr Bhasin elaborated, “We will begin with rebranding our existing experiential business in markets like India, Malaysia and Indonesia in the near future, to psLive. In Asia Pacific the below the line part of marketing communications spend for key clients is growing at twice the rate of above the line spends. psLive gives us a unique opportunity to offer diverse, professional experiential marketing solutions to our clients in APAC. Country specific, customised services will be offered spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.”
“The experiential market is growing rapidly. Social media and smartphones have transformed experiential, giving it scale and measurability. Our network operating model means that we will be able to bring media insight into brand experience, which will ensure we deliver relevant innovation to our clients,” added Annie Rickard, Chairperson psLive Worldwide.
