Dentsu Aegis Buys Brand and Lifestyle Agency

Marcoms network Dentsu Aegis is to acquire Düsseldorf-based brand and lifestyle marketing agency Markenloft, which specialises in what it calls 'emotional brand selling'. Terms of the deal have not been disclosed.

Founded in 2008, Markenloft offers a 'holistic brand experience' approach which includes event marketing; live communication and experience production; and sports, entertainment and sponsorship consulting - via a team of more than 30 experiential marketing experts.

The company will now be integrated into lifestyle marketing agency MKTG, which builds communities around brands by engaging consumers through experiential, digital and social media. Following the acquisition, Markenloft founders and Managing Partners Sebastian Birwe and Kai Burkhard will continue to lead their team within the new MKTG offering across Germany. They will report to Zoja Paskaljevic, CEO of Dentsu Aegis Network Germany, who comments: 'This is a really exciting opportunity for our group and I am delighted to welcome the Markenloft team to our network. Their experience and proven leadership will provide us with solid foundation to launch MKTG in Germany and significantly strengthen our lifestyle marketing offering globally'.

Web sites: www.dentsuaegis.com , www.markenloft.de and www.mktg.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.