Dentsu Aegis Network Acquires Branded

By Music Press Asia Staff

02 October, 2018 4:57pm GMT+8 / MYT

Music Matters and All That Matters now belong to the world’s largest marketing and advertising network.

While we are still reveling from the events which unfolded at All That Matters – yet another successful month for curating and organising one of the largest music conference in the region – another spectacular news arrived at Music Press Asia’s doorstep.

Dentsu Aegis Network today announces that it has acquired Branded Ltd (“Branded”), Asia Pacific’s leading producer of live media events. 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.

Notably, Branded is focused on developing owned intellectual properties, events and content to build and own audiences.

In recent years, Branded has built a core credentials co-producing events such as YouTube FanFest global tour, owners and producers of ‘It’s A Girl Thing’ and the award winning ‘All That Matters’ brand, a series of conference specialising in connecting industries including music, digital, sports, marketing and gaming.

In China, the company produces Sports Connect and Tencent Music Connects, both of which have received stunning reception.

“We are extremely proud and honoured 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,” said Jasper Donat, CEO of Branded.

“Integrating with MKTG gives Branded access to an immense client network and a genuine opportunity to expand and realise 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,” he added.

“Congratulations Jasper on your new alliance with Dentsu Aegis. This year was a very exciting Music Matters and I’m sure you’re [Jasper Donat] already planning taking Branded to the next level!” said Patrick Moxey, Founder of Ultra Music. 

“We’ve been working with All That Matters, especially on the music side of things, since they moved to Singapore. I think this move will only strengthen them and help Branded put forward even greater events that will help grow the eco-system in Singapore and the region. Having seen how hard they work, my biggest congratulations to Jasper and team Branded!” commented Clarence Cha, founder of Bandwagon, Singapore. 

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said: “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,” added Waters,

Jasper Donat, Co-founder and CEO of Branded will remain as CEO of Branded and will be reporting to Sean O’Brien, CEO of MKTG Asia Pacific.