Dentsu launches experiential marketing agency psLive in APAC

Country-wise roll out plans for the agency will begin with India.

Dentsu Aegis Network has announced the launch of experiential marketing agency psLive in Asia Pacific. During 2014, psLive will be rolled out to all key Asia Pacific markets. Ashish Bhasin, chairman and CEO, Dentsu Aegis Network South Asia, will take additional role of chairman, APAC, Posterscope and psLive, Asia Pacific. psLive will announce country-wise and market-wise roll out plans shortly, beginning with India.

Commenting on the launch, Nick Waters, CEO, Dentsu Aegis Network Asia Pacific, says, "psLive will play an important role in Asia Pacific, particularly in key markets like ANZ, Southeast Asia and India. We see this as a fast growth area for our business in the years to come."

Detailing the plans for psLive in APAC, Bhasin says, "We will begin with rebranding our existing vibrant experiential business in markets like India, Malaysia and Indonesia in the near future, to psLive. In Asia Pacific, below-the-line marketing communications spends for key clients is growing at twice the rate of above the line spends. psLive gives us a unique opportunity to offer diverse professional experiential marketing solutions to our clients in APAC. Country-specific, customised services will be offered spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market."

Annie Rickard, chairperson, psLive Worldwide, comments, "Social media and smartphones have transformed experiential, giving it scale and measurability. Our network operating model means that we will be able to bring media insight into brand experience, which will ensure we deliver relevant innovation to our clients."

In January this year, Dentsu Network and Aegis Media have combined to form Dentsu Aegis Network. As part of Dentsu Inc., Dentsu Aegis Network includes seven global network brands - Carat, Dentsu, Dentsu Media, iProspect, Isobar, Posterscope and Vizeum, and is supported by its specialist/multi-market brands including Amnet, Amplifi, Data2Decisions, mcgarrybowen, Mitchell Communications (PR), psLIVE and 360i. Headquartered in London, it operates in 110 countries worldwide with over 23,000 dedicated specialists.