MKTG, a global network brand of Dentsu Aegis Network, specialises in lifestyle marketing via sport and entertainment, live experiences, retail marketing, enterprise and B2B engagement, and sponsorship marketing.

The rebrand of the 12-year-old Crimson Room Communications is part of the integration plan that was established in 2014 when Dentsu Aegis Network South Africa acquired a majority stake in the agency.

The rebrand will allow the team in South Africa, and its client base, including African sales company SAB, Cavi Brands, and Nestle, to leverage the full capabilities of the global MKTG offering, providing stronger creative, strategic, and lifestyle marketing strategies to current and future clients.

The leadership team will remain the same, with joint managing directors Richard Lewis and Pauline Parker. Lews and Parker add, "This is an extremely exciting time for our agency and staff. With brands activating more and more to support consumers’ increasing desire to be immersed in brand experiences and sentiment, we believe MKTG’s approach to humanising brands and connecting them to passionate communities will resonate well with our local market and those on the continent."

Koo Govender, CEO for Dentsu Aegis Network South Africa, says, "We are thrilled to incorporate the MKTG brand into our market as it marks further growth for our region. The rebrand opens up possibilities to act as part of a global experiential marketing agency with a deep-rooted understanding of our local market, and provides the best value proposition to our current and perspective clients.”

Charlie Horsey, United States CEO and global brand president of MKTG, concludes, "Providing innovative, insight-driven, unified marketing and consulting services to our clients around the globe is a priority at MKTG. We are thrilled with the opportunity to work with the well-established team in South Africa, to build out our service offering in sub-Saharan Africa, and look forward to achieving great success together."

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