Singapore – Digital marketing communications agency dentsu in Singapore has fully acquired digital marketing agency, Happy Marketer, which will now be rebranded as Merkle Singapore.
This acquisition is part of dentsu’s continued realignment of its customer experience management (CXM) capabilities under Merkle, and will see an acceleration of its data-driven transformation offerings into fast-growth strategic industries across APAC.
Merkle Singapore, which was acquired by dentsu in 2019, is an over 80-strong team today, serving clients across industries and markets. Its key clients are ING Bank, Standard Chartered, and NTUC Income, as well as Grab, and SPH. It also holds strong alliances with partners such as Google, Salesforce, Adobe, Tealium, and Insider.
The next phase post-brand will see Merkle Singapore expand into strategic sectors of financial services, fintech, telecommunications, and travel, as well as e-commerce. It will be delivering a complete suite of solutions for transformative customer experiences at scale, and will continue in complementing dentsu Singapore’s creative and media capabilities in bringing more integrated solutions to the market.
Prakash Kamdar, Dentsu Singapore’s CEO, shared that the integration of Happy Marketer and its rebrand as Merkle Singapore cannot come at a better time as marketers seek for more relevant, compelling and joined-up experiences to win consumer attention and love in the face of an increasingly connected world.
“Merkle Singapore has transformed our data-driven CXM offerings since its acquisition in 2019 and will undoubtedly continue to reimagine and reshape the future of digital marketing for our clients in Singapore and the region. The team has been a natural fit to dentsu’s culture and integrated approach,” said Kamdar.
Meanwhile, Sanchit Mendiratta, Merkle Singapore’s managing director, said that the acquisition journey with dentsu has been incredible, having grown from strength to strength in the past three years, and this has been made possible because of the unbridled access they have had to the richness and diversity of dentsu’s and Merkle’s heritage in expert knowledge, innovation, and creativity.
“Our clients continue to appreciate the full suite of offerings that we are able to deliver due to the synergies from our global dentsu network, while our people have been able to grow through more opportunities for cross-collaborations and learning. We are optimistic for where Merkle Singapore will go from here and look forward to bringing our footprint further across the APAC region in the coming years,” said Mendiratta.
Prantik Mazumdar, dentsu Singapore’s managing director of CXM Group, stated that the integration of their acquired brands under Merkle in Singapore has been part of the planned road map to build a more cohesive CXM proposition to the market.
“We are now geared to extend better support to markets beyond Singapore shores, especially across South East Asia, where we see immense potential for growth,” added Mazumdar.
Most recently, Merkle has also completed the realignment of its portfolio of B2B agencies into Merkle B2B.
