All That Matters conference owner Branded acquired by Dentsu Aegis Network

The company behind music and entertainment industry conference All That Matters in Asia Pacific has been fully acquired by Dentsu Aegis Network.

Branded Ltd will join forces with Dentsu’s lifestyle marketing agency MKTG. It says this merger will scale capabilities in live media events, through the development of content and IP ownership in sport, music, gaming and entertainment.

Established in 2002 with offices in Singapore and Hong Kong, Branded connects businesses, brands, celebrities and fans through large and small scale events.

It specialises in conferences, live music festivals, educational academies, and fan events.

Branded is the co-producer of YouTube FanFest global tour, as well as being the owner and producer of It’s A Girl Thing and the award-winning All That Matters.

In China, Branded produces Sports Connects and Tencent Music Connects.

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.”

Joining the leadership team from Branded is Jasper Donat, Co-founder and CEO of Branded, a 30-year veteran of the media and entertainment industry. Donat will remain as CEO of Branded, reporting to Sean O’Brien, CEO of MKTG Asia Pacific.

Jasper Donat, CEO of Branded, said: “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. 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.”

Branded has been recognised as a “Top 10 Event Marketing Agency” by Marketing Magazine and is a two-time winner of the  Singapore Experience Best Trade Event of the Year award.

[Pictured L-R: Emma Fung, Sean O’Brien, Jasper Donat, Cat Lyon, Nick Waters]Music Business Worldwide