Dentsu Aegis to bring MKTG to India, merge it with Fountainhead Entertainment

MUMBAI: Dentsu Aegis Network is bring ing its New York-based lifestyle marke ting agency MKTG to India. The agency will be merged with Dentsu Aegis' recent ly-acquired event management company Fountainhead Entertainment, which was renamed as Fountainhead psLive.

The new unit will now be called Founta inhead-MKTG. “In India, the lifestyle marketing solutions mar ket is growing at twice the rate of the ATL (above-the line) market. The forma tion of Fountainhead MKTG will help us achieve our mission of being the se cond-largest agency group by end 2017 in India,“ said Ashish Bhasin, chief ex ecutive officer, South Asia at Dentsu Aegis Network.

The development marks the end of the psLive, the London-based media and communication firm's ex periential marketing unit, in India.

Fountainhead has over 200 employees across offices in Mumbai, Delhi and Bengaluru. The first phase of the merger will focus on knowledge transfer, import of technology and training. One major objective of this new unit will be to create intellectual properties for brands, the company said.