Merkle Group Is Acquired by Dentsu
- by Radu Cotarcea
Tokyo-headquartered Dentsu has announced today that its global business headquarters Dentsu Aegis Network has acquired a majority stake in U.S. independent data marketing agency Merkle Group.
Merkle's predecessor entity was founded in 1971, and acquired by the current management in 1988. Since then, the company has moved from local data processing to the analysis of first-party data (customer data) and has grown into a global player with its own technology platforms. Dentsu’s press release reports Merkle has more than 650 of the world's leading companies as its clients, has access to more than 150 marketing databases, and manages more than 3.7 billion first-party data records. Merkle’s services include the development of business and client strategies, management of cloud data and CRM systems, data analysis and insights, production of creative and content that leverage the most appropriate channels, media, technology and platforms, and campaign planning.
Dentsu's release stated that “(a)cquisitions are important investments to support the further growth of the Dentsu Group in several respects. These include the provision of scale, talent and new capabilities in the area of solutions that utilize data and technology, which will become even more important in the future, the further enabling of the Dentsu Group to become a strategic partner to its clients, the strong complementary strategic, cultural and geographic fit, the important potential revenue synergy opportunities available, and the further bolstering of the senior management team."