The recent acquisition of Fountainhead Entertainment by the Dentsu Aegis Network signals an aggressive move for the group towards being a full service offering of marketing services here in India. Fountainhead Entertainment, is a 20-year-old experiential marketing and events agency with over 200 employees and offices in Mumbai, Delhi and Bangalore.
Within the Dentsu Aegis Network structure, Fountainhead and psLIVE India will be merged to form Fountainhead-MKTG. For the record, MKTG is a leading global lifestyle-marketing agency with its headquarters in New York.
With this merger, MKTG brings their vast resource of experience and knowledge into the Indian landscape. They currently operate in some of the most mature lifestyle markets around the globe. This knowledge, combined with Fountainhead’s local expertise is poised to produce some unique and outstanding marketing innovations.
The first phase of this merger will focus on knowledge transfer, import of technology and training while equipping the group for more effective service. The aim is to increase the effectiveness of experiential marketing and direct consumer marketing by using group expertise and knowledge.
With this influx of international expertise, safety standards, design & technology, Fountainhead MKTG will consistently raise the bar when it comes to producing events within the country. “While officially we are a full-service marketing agency, in reality we are a creative group of people who come to work every day to create unique, disruptive and innovative projects for our clients,” says Brian Tellis, CEO, Fountainhead-MKTG.
Another high emphasis area will be the creation of intellectual properties for coveted brands that will be energized and supported by all of the Dentsu Aegis Network. While Fountainhead - MKTG already enjoys credibility in this space through their brand Oranjuice Entertainment, new plans are afloat to create further offerings in the market place. These products will be innovative consumer engagement spaces, designed to attract audiences through entertainment, while exposing them to the core attributes of partnering brands.
Ashish Bhasin, Chairman & CEO – South Asia, Dentsu Aegis Network, 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. 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."