The merger follows the 2014 Dentsu Aegis Network acquisition of US-based lifestyle marketing agency MKTG, which now makes up one of Dentsu's nine global brands.
MKTG UK will combine the expertise of PsLive and DANSE under the leadership of MKTG UK and Posterscope CEO Stephen Whyte, supported by brand experience managing director Michael Brown and sports & entertainment managing director David Peters.
The rebrand is part of a strategic move to leverage the capabilities of both agency teams with a global offering, with the aim of providing stronger creative, technology, data and media capabilities.
MKTG UK CEO Stephen Whyte said: "PsLive and DANSE provide complementary expertise across activations, events, experiential and sponsorships. Joining both agencies together as MKTG UK will strengthen our ability to deliver best in class, innovative campaigns and projects and enable us to deliver both globally and locally for clients."
Last month PsLive launched a new community-centric division.
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