Dentsu Aegis Network (DAN) has announced that its recently acquired events and experiential marketing agency Fountainhead, and psLIVE India, the experiential specialist launched in 2014, will be merged to form Fountainhead-MKTG.
MKTG is an experiential agency acquired by the network in 2014. Headquartered in New York, it is billed as a 'global lifestyle-marketing agency'.
At the time of announcing the acquisition of Fountainhead Entertainment in October 2015, DAN had said that it would merge the agency with psLIVe in 2016.
A DAN statement informed that the first phase of the merger will focus on knowledge transfer, import of technology and training.
Brian Tellis, CEO, Fountainhead-MKTG, said, "With this influx of international expertise, safety standards, design and technology, Fountainhead MKTG will consistently raise the bar when it comes to producing events within the country. While officially we are a full-service marketing agency, in reality we are a creative group of people who come to work everyday to create unique, disruptive and innovative projects for our clients."
Ashish Bhasin, chairman and CEO – South Asia, Dentsu Aegis Network, 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. 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."