Dentsu Aegis Network has acquired Branded Ltd, organisers of YouTube FanFest global tour and All That Matters in Asia Pacific to boost its live events capabilities.
The acquisition will see Dentsu park Branded under its lifestyle marketing agency MKTG. Branded will work on developing new age creative, content and IP ownership in sport, music, gaming and entertainment.
Aside from being YouTube’s official partner of YouTube FanFest global tour and the organiser of All That Matters, Branded also produces It’s A Girl Thing, Sports Connects and Tencent Music Connects.
“With the heavy disruption in the advertising model for brand building, the ability to reach live audiences carries increasing value. As a result, lifestyle and experiential marketing is a strong growth segment in the region,” Nick Waters, chief executive officer of Dentsu Aegis Network APAC.
“Consumers will always be motivated by great content – sport, music, entertainment. Bringing Branded into our group will provide opportunities for our clients to develop strong marketing platforms from the live arena outwards and enhance access to great talent.”
Dentsu has also retained Jasper Donat, co-founder and CEO of Branded, and his management team. Donat will report to Sean O’Brien, CEO of MKTG APAC.
Credit: The Drum