Dentsu to launch experiential agency across Asia

Dentsu Aegis Network is set to launch an experiential marketing agency psLive in all key Asia Pacific markets.

The agency will first roll out in India, with Asia-wide plans for psLive expansion expected soon.

Ashish Bhasin, Chairman & CEO of Dentsu Aegis Network South Asia, will take on the additional role of Asia chairman for Posterscope and psLive Asia Pacific.

Nick Waters, Dentsu's Asia Pacific CEO, said psLive will play an important role in Asia, particularly in key markets like ANZ, South East Asia and India.

"We see this as a fast growth area for our business in the years to come,” he said.

Ashish Bhasin (pictured), chairman of Posterscope and psLive Asia Pacific, said the plan will begin with rebranding existing and experiential business in markets like India, Malaysia and Indonesia in the near future to psLive.

"In Asia Pacific below-the-line part of marketing communications spend for key clients is growing at twice the rate of above-the-line spends."

He added country specific services will be offered across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.

Source: press release