Dentsu launches experiential marketing agency psLive

Dentsu has announced the launch of its experiential marketing agency for the Asia Pacific region. Named psLive, the agency will be rolled out to all key Asia Pacific markets and will be spearheaded by Ashish Bhasin (pictured). Currently chairmanand CEO, Dentsu Aegis Network South Asia, Bhasin will take on the additional roll of chairman, APAC, Posterscope and psLive - Asia Pacific as well.

Bhasin will spearhead the new agency[/caption]

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

psLive will begin rolling out country-wise, starting with India, and aims to provide country specific, customized services spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.

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Said Bhasin, "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, the below-the-line part of marketing communications spend 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."

Annie Rickard, Chairperson psLive Worldwide commented: "The experiential market is growing rapidly. 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."

The India launch date will be announced shortly, according to the official statement.