MxMIndia

Tag: psLIVE

  • Following 2014 Acquisition of US-Based MKTG INC, Network Framing Up Sports and Entertainment, Experiential and Lifestyle Capability Worldwide

    Dentsu announces launch of new agency MKTG

    By A Correspondent

     

    Dentsu Aegis Network announced the formation of a ninth global network brand, MKTG, the lifestyle marketing agency it acquired in August 2014. The move further strengthens the network’s sports and entertainment, experiential and lifestyle marketing offering and continues its expansion around the globe.

     

    In addition, Out-of-Home agency Posterscope’s experiential arm, psLIVE’s offices across Europe and Asia Pacific, South Africa’s Crimson Room, Australia/New Zealand’s Apollo Nation and leading US-based sports and entertainment consultancy Team Epic will be realigned as part of MKTG over the next 12 months.

     

    Leveraging its collective experience, global network and resources, the realigned agency will provide clients with a truly integrated through-the-line service offering including sports and entertainment consulting, experiential marketing, sponsorship identification, negotiation and activation, hospitality, strategy, research and insights, custom measurement, digital and creative capabilities, content development, design and retail marketing.

     

    “As a network, we are constantly evolving to meet the demands of our clients, to be responsive to the needs and desires of consumers and to remain pioneering in the evolution of our industry,” said Jerry Buhlmann, CEO Dentsu Aegis Network and Executive Officer of Dentsu Inc. “The tremendous growth and importance of lifestyle marketing made it clear that strategically it was time to unify our like-minded businesses as one single brand. We are completely committed to building out our lifestyle marketing offering and integrating the combined strength of these services to deliver on a far larger and broader scale.”

     

    “Something that sets Dentsu Aegis Network apart is that we are constantly reevaluating our businesses and are willing to reorganise ourselves to best serve our clients; ultimately providing the best value we can,” said Annie Rickard, Global Brand President, Posterscope; Global Chairman, MKTG. “With this realignment, we can now provide a seamless offering across lifestyle, sports and entertainment for our clients and allow all of our agencies to benefit from this platform.”

     

    “We are truly excited about this next chapter and the opportunity to work across the network to deliver unrivaled lifestyle marketing solutions for brands,” said Charlie Horsey, Global Brand President, MKTG, CEO MKTG USA. “The realignment will also greatly benefit our current long-standing client base and our employees who now have the ability to plug into resources and opportunities around the globe.”

     

    Ashish Bhasin

    Ashish Bhasin, chairman & CEO South Asia – Dentsu Aegis Network, chairman Posterscope and psLIVE – Asia Pacific 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, which will make us the best lifestyle marketing solutions agency in India. 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.”

     

    As the agencies transition towards operating as one global brand, MKTG will grow from 450 full time employees and 7,000 brand ambassadors in the United States, to nearly 1,000 full time employees in 14 countries, providing a truly global lifestyle marketing solution for clients. MKTG will be headquartered in New York City.

     

  • Tool to help advertisers effectively reach out to over 2500 towns every month in India

    Posterscope unveils Ambit Analyser

    By A Correspondent

     

    In a bid to attract well-thought-through investments into the growing out-of-home category of ambient media, Ambient OOH has designed and launched a new path breaking research tool to drive away the advertisers’ woes. Ambient OOH, the ambient media agency under Dentsu Aegis Network’s Posterscope umbrella, has invested a substantial amount toward the crafting and development of this new research matrix.

     

    Ambient media is all about capturing captive audiences who spend considerable amount of their leisure time at various active locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. Therefore, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network’s proprietary research study – the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points.

     

    Ambit Analyser, the new tool, is India’s only fool proof ambient media planning mechanism that helps craft a rationalized multi touch-point plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser’s system design, the plans can be fashioned within much lesser time and with more accuracy.

     

    As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touch points on multiple factors including footfalls, trade density, ticket pricing and thus, arrived at a visibility index. It is important to note here that the tool has been linked to the OCS, which has a sample size of 12,000 respondents. It has also incorporated the data for 24 touch-points across metros, mini metros and tier 2 cities.

     

    Ashish Bhasin, ‎Chairman & CEO South Asia Dentsu Aegis Network, Chairman Posterscope and psLive – Asia Pacific said, “Posterscope’s Ambient OOH has done pioneering work in developing Ambient Analyser. Ambient media is becoming extremely important and has very little research and tools available. So, in keeping with Dentsu Aegis Network’s leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool, the only one of its kind in India.”

     

    Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific. & Managing Director, Posterscope Group India said, “Ambient OOH is the future and, with the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed mind frame. Ambit Analyser is one such initiative to give our clients a first of its kind, accountable and impactful campaign, leading to physical and digital engagement.”

     

    Deepak Kumar, Vice President, Ambient OOH, “Currently, ambient media in India is extremely fragmented and diverse in nature. And with no comparative data to fall back on, each media owner claims to be the best. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touch-points.”

     

  • As part of the tie-up, Sapat International has created a co-branded television commercial with Drishyam in an attempt to capitalise on this psLIVE-helmed partnership

    psLIVE facilitates marketing tie-up between ‘Parivar’ and ‘Drishyam’

    By A Correspondent

     

    psLIVE, the experiential marketing division from the Dentsu Aegis Network, has facilitated a marketing tie-up of the tea brand ‘Parivar’ with Nishikant Kamat’s ‘Drishyam’.

     

    When it comes to movies in India, the concept of co-branded product placements may seem like a much recent phenomenon in the Indian advertising space. The idea of formulating marketing strategies around Bollywood experiences, however, is surely arresting the attention of the brand owners at an accelerated speed. Therefore, in a bid to exploit this growing trend, psLIVE assisted Sapat International to associate its fastest growing tea brand,  ‘Parivar’ with the up-coming movie as the positioning of both the brand and the film exhibit an extremely seamless fit.

     

    The promos from the ‘Drishyam’ stable clearly suggest that the movie directly targets family consumption – a coherent purpose that Sapat International’s premium tea brand ‘Parivar’ also desires to achieve.

     

    As part of the tie-up, Sapat International has created a co-branded television commercial with Drishyam in an attempt to capitalise on this psLIVE-helmed partnership.

     

    Nikhil Joshi, Group Managing Director, Sapat International said, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLIVE, we knew instantly that the integration cannot be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”

     

    To leverage the integration amongst maximum audience, the brand too is promoting the movie through the co-branded TVC in addition to a print and outdoor campaign. The thriller drama is directed by Nishikant Kamat. It features Ajay Devgn, Shriya Saran and Tabu in the lead roles, and produced by Kumar Mangat Pathak, Ajit Andhare and Abhishek Pathak.

     

    Commenting on the association, Rudrarup Datta, VP – Marketing, Viacom18 Motion Pictures said, “Drishyam introduces a brand new genre in the Indian film industry as a ‘family thriller’… The film is based on the tangled lives of two families and reaches out to the same target audience that Parivar tea reaches out to. This was therefore a natural association and we are delighted with this alliance.”

     

    Commenting on the association, Sidharth Ghosh, Vice President, psLIVE says, “Drishyam seemed to be a perfect fit for the tea brand ‘Parivar’ as both seamlessly blend with each other. This association will increase the brand recall.At psLive, we are extremely delighted having initiated this integration.”

     

  • Giovani chose the Fall Winter collection launch event as the key platform to announce Fawad Khan as its brand ambassador

    psLIVE conceptualises on-ground activation for Giovani

    By A Correspondent

     

    psLIVE, the experiential division from the Dentsu Aegis Network, has conceptualised and executed an on-ground event for Giovani – the premium fashion brand for men and women from Future Lifestyle Fashions – to help expand its brand reach.

     

    Held in Mumbai, Giovani chose the Fall Winter collection launch event as the key platform to announce Fawad Khan as its brand ambassador.

     

    Future Lifestyle Fashions relaunched the brand through a glamorous fashion show. Models walked the ramp wearing quintessential Giovani Fall Winter 15 Collection, which was then followed by unveiling of Fawad Khan as the brand ambassador of Giovani.

     

    Talking about the association Rachna Aggarwal, CEO, Indus League, brand division of Future Lifestyle Fashions, added, “Fawad Khan is the perfect Giovani man. He is sophisticated and charming, with an inborn sense of effortless style. He is the one man I’ve seen who wears a Bandhgala like no one else can. He truly personifies the brand and we believe that this association with Fawad Khan will elevate the brand image and help Giovani to reach out to a wider customer base.”

     

    Shibani Mishra, Chief Marketing Officer, Indus League, “A consumer is always trying to personify a brand and thereby linking it to a certain kind of persona that characterizes the brand personality best. Now given the class and élan that Fawad Khan carries himself with, he is natural fit for becoming Giovani’s brand ambassador.”

     

    Added Sidharth Ghosh, Vice President, psLIVE, “We have had a long association with FLF (Future Lifestyle Fashion) and I am glad that we are part of the brand’s journey once more and at a time when it’s rearing up to launch a new story for itself with a new brand face.”