Staff Reporters
Apr 15, 2014

Dentsu Aegis Network to launch regional experiential agency

ASIA-PACIFIC - Citing below-the-line spending that is growing twice as fast as above-the-line, Dentsu Aegis Network will roll out a new experiential division called psLive across the region, with Ashish Bhasin heading the unit.

Ashish Bhasin
Ashish Bhasin

Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia, will take on the additional role of Chairman APAC, Posterscope and psLive Asia Pacific.

During 2014, psLive will roll out to "all key Asia Pacific markets", according to the company.

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

The network will begin with rebranding existing experiential business in markets like India, Malaysia and Indonesia in the near future, Bhasin said. The India launch will be the first official announcement and will come "soon", the company added.

"psLive gives us a unique opportunity to offer diverse, professional experiential marketing solutions to our clients in APAC," Bhasin said. "Country specific, customized services will be offered spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.”


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