Dentsu Aegis Acquires Asia-Pacific Events Organizer Branded

The Branded team (L-R) Emma Fung, Sean O’Brien, Jasper Donat, Cat Lyon, Nick Waters

Dentsu Aegis, part of Japan’s leading advertising agency group Dentsu Inc., has acquired the award-winning live events producer Branded. 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.

Branded is owner of the leading music conference in Asia All That Matters/Music Matters as well as ‘It’s a Girl Thing’ festivals. It is YouTube’s global partner for the YouTubeFanfest, which Branded co-produces. Financial terms of the deal, announced Tuesday, were not disclosed.

Established in 2002 with offices in Singapore and Hong Kong, Branded connects businesses, brands, celebrities and fans through large and small-scale events. It specializes in the conceptualization, programming, organization, and production of dynamic conferences, live music festivals, educational academies, and fan events. Notably, Branded is focused on developing owned intellectual properties, events and content to build and own audiences. In China, Branded produces Sports Connects and Tencent Music Connects. Tencent Music Entertainment’s conferences.

Dentsu Aegis Network is made up of ten global network brands -- Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 employees.

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said in a statement: “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. Bringing Branded into our group will provide opportunities for our clients to develop strong marketing platforms from the live arena outwards, and enhance access to great talent.” 

Jasper Donat, co-founder and CEO of Branded, is a 30-year veteran of the media and entertainment industry. He will remain CEO of Branded, reporting to Sean O’Brien, CEO of MKTG Asia Pacific.

Donat said in a statement, “We are extremely proud and honored 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. Integrating with MKTG gives Branded access to an immense client network and a genuine opportunity to expand and realize our global ambition as a producer of some of the world’s best known B2B and B2C live media events. I am also thrilled that this enables the development of new skills and career opportunities for the team that matters.”