Dentsu Aegis Network acquires live media events company Branded

Dentsu Aegis Network has acquired Branded, an Asia Pacific live media events company known for producing events such as All That Matters. Following the move, 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.

Joining the leadership team from Branded will be Jasper Donat (pictured middle), co-founder and CEO of Branded. A 30-year veteran of the media and entertainment industry, Donat will remain as CEO of Branded, reporting to Sean O’Brien (pictured second from left), CEO of MKTG Asia Pacific.

Branded’s core credentials include co-producers of YouTube FanFest global tour, owners and producers of It’s A Girl Thing and All That Matters – an Asia Pacific 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 (pictured far right), CEO of Dentsu Aegis Network Asia Pacific said that bringing Branded into the group will provide opportunities for clients to develop strong marketing platforms from the live arena outwards, and enhance access to great talent.

“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," Waters added.

Donat explained that integrating with MKTG gives Branded access to an "immense client network and a genuine opportunity to expand" and realise Branded's ambition to be a producer of some of the world’s best known B2B and B2C live media events. The move also enables the development of new skills and career opportunities for the group.

"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," he said.

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

(Photo courtesy: 123RF)