RadioandMusic
| 20 Oct 2019
'Dentsu Aegis Network' expands MKTG's Live Marketing and content capabilities through acquisition of 'Branded'

MUMBAI: Branded is an award winning producer of live media events and owners of the ‘All That Matters’ and ‘It’s a Girl Thing’ festivals, and is YouTube’s Global Partner for YouTube FanFest

 Post-acquisition it will join MKTG to accelerate the network’s entertainment, content and experiential marketing proposition in Asia Pacific

 Dentsu Aegis Network today announces that it has acquired Branded Ltd (Branded), Asia Pacific’s leading producer of live media events. Branded will join lifestyle marketing agency MKTG to scale capabilities in live media events, through the development of new age creative, content and IP ownership in the high growth areas of sport, music, gaming and entertainment.

Established in 2002 with offices in Singapore and Hong Kong, Branded connects businesses, brands, celebrities and fans through large and small scale events. It specialises in the conceptualisation, programming, organisation, and production of dynamic conferences, live music festivals, educational academies, and fan events. Notably, Branded is focused on developing owned intellectual properties, events and content to build and own audiences.

Branded’s core credentials include Co-Producers of YouTube FanFest global tour, owners and producers of ‘It’s A Girl Thing’ and the award winning ‘All That Matters’ – Asia Pacific’s largest entertainment business and consumer festival connecting global industry pace-setters in music, digital, sports, marketing and gaming. In China, Branded produces Sports Connects and Tencent Music Connects.

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific said, “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. 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.”

Joining the leadership team from Branded is Jasper Donat, Co-founder and CEO of Branded, a 30-year-old veteran of the media and entertainment industry. Jasper will remain as CEO of Branded, reporting to Sean O’Brien, CEO of MKTG Asia Pacific.

Jasper Donat, CEO of Branded, said, “We are extremely proud and honoured to be joining Dentsu Aegis Network. This is an exciting new chapter in Branded’s amazing 16-year journey. Brands are demanding more powerful and creative live opportunities to meet their consumers face to face. Integrating with MKTG gives Branded access to an immense client network and a genuine opportunity to expand and realise our global ambition as a producer of some of the world’s best known B2B and B2C live media events. I am also thrilled that this enables the development of new skills and career opportunities for the team that matters.”

Branded has been recognised as a ‘Top 10 Event Marketing Agency’ by Marketing Magazine and is a two-time winner of the prestigious ‘Singapore Experience Best Trade Event of the Year’ award.