Singapore – Merkle, the customer experience management (CXM) company of the dentsu network, has announced the completion of the integration of gyro and Merkle | DWA, for its B2B-dedicated CXM agency, Merkle B2B.
This move is part of Merkle’s continuing realignment of its portfolio of B2B agencies into Merkle B2B. Since the launch of Merkle B2B in September 2020, Merkle | DWA, Merkle’s specialist B2B media agency, and gyro, Merkle’s specialist B2B creative agency, have been transitioning over the past year with the aim to form a fully integrated and best-of-breed solution.
Merkle believes that the integration serves as a significant step towards presenting more innovative full-service growth partners for leading B2B brands.
“As the market continues to evolve, the brand alignment speaks to changing customer needs such as broader models and more integrated solutions to raise the bar on customer experiences in the B2B space,” said the company.
Dentsu acquired DWA and gyro in 2016 and 2017, respectively, forming two fifths of the full Merkle B2B group, which also includes Merkle, B2B International, and Digital Pi. Presently, in Singapore, Merkle B2B will be headed by Rhys Taylor, who has led the Asia Pacific offices of gyro since 2020.
“Following 18 months of working together and developing new solutions to meet the changing needs of our existing B2B clients, we’re excited to formalise this integration and show the market what the future of B2B marketing looks like through the Merkle B2B brand — and give our employees wider opportunities within the broader B2B group,” said Taylor.
Meanwhile, Kiaran Geen, APAC president of Merkle B2B, commented, “After nearly seven years of leading our B2B offering in the region, it is very exciting to see the full integration of Merkle | DWA and gyro expanding our capabilities and making everything simpler for clients in this rapidly changing landscape. With this move, we are bringing together our full-service offering to clients to completely transform modern customer experiences, creating personal relationships between B2B brands and people, and putting human relevance back at the centre of brand connections.”