Dentsu Aegis Network acquires live media events company Branded

Dentsu Aegis Network has acquired Branded Ltd, the company behind such media events as the YouTube FanFest global tour and All That Matters. Branded will become part of Dentsus lifestyle marketing agency MKTG, and will focus on developing new age creative, content and IP ownership in sport, music, gaming and entertainment.

The acquisition will provide Dentsu Aegis with additional expertise in live event management, and enable the groups clients to take a more unified approach to combining digital marketing with attention-grabbing experiences. In addition to action as YouTubes global partner for the YouTube FanFest, Branded organises Its A Girl Thing, Tencent Music Connects and Sports Connects.

“With the heavy disruption of the advertising model for brand building, the ability to reach live audiences carries increasing value,” said Nick Waters, CEO of Dentsu Aegis Network Asia Pacific. “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.”

Jasper Donat, co-founder and CEO of Branded, will remain on in his current position, reporting to Sean OBrien, CEO of MKTG Asia Pacific. A 30-year veteran of the media and entertainment industry, Donat established Branded in 2002, and leads the companys offices in Singapore and Hong Kong.

“We are extremely proud and honoured to be joining Dentsu Aegis Network,” said Donat. “This is an exciting new chapter in Brandeds 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 worlds best known B2B and B2C live media events. I am also thrilled that his enables the development of new skills and career opportunities for the team that matters.”