When three become one: Dentsu Aegis launches new agency in New Zealand

Dentsu Aegis is continuing its global expansion with the launch of its ninth network brand and lifestyle agency MKTG, formed out of three existing agencies.

Specialist activation agencies Synergy and ApolloNation, and PR agency Haystac have merged as MKTG looks to leverage the collective experience, resources and talent of the teams. 

It will offer lifestyle marketing across the key service pillars of live and experiential, shopper and promotional, sorts and entertainment, and influence marketing.

MKTG Global CEO Charlie Horsey said it has developed a strategy that will allow it to continue to move forward in the future as a leader in lifestyle marketing while also being a pioneer in the transformation of its industry.

“The combined strength of ApolloNation, Synergy and Haystac’s experience creating award-winning and impactful solutions for New Zealand’s most-loved brands, plus MKTG’s premium offering across lifestyle, sports and entertainment means we can deliver absolutely unrivalled lifestyle marketing solutions for brands in New Zealand.”

The launch of MKTG in New Zealand sees the brand span across 17 countries, with 30 offices and over 1,450 specialist activations staff. Its headquarters are in New York.

Closer to home, a managing director will be appointed to drive MKTG and report to New Zealand CEO Rob Harvey. 

Harvey said it’s excited to launch MKTG in New Zealand with the coming together of the three brands.

“In 2015, we dedicated ourselves to launching a greater lifestyle marketing capability across the Dentsu Aegis Network and today’s announcement of the launch of MKTG in New Zealand is another exciting move forward in our local and global vision.”

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