Merkel’s All-New B2B Group to Integrate Its Different Businesses

On 7th September, one of the pioneer performance marketing agencies in the U.S.A, Merkle, announced the coalescence of 5 of its B2B companies to form a new B2B group, as the part of a new collective.

Merkle B2B will facilitate the integration of the five different businesses operationalized by Merkle, including collaboration between Merkle and:

  1. B2B media agency Merkle|DWA,
  2. B2B strategy and creative company Gyro,
  3. insight firm B2B International, and
  4. digital marketing agency Digital Pi.

This strategic collaboration will boost and foster B2B brand creation and activation endeavors across the globe, which will equip marketers to develop cutting edge, end-to-end B2B marketing solutions.

The collective will manage $16 billion in global billings and around 1,000 people will be working for Merkle B2B, to begin with.

Merkle B2B will be supported by Dentsu Aegis Network, which is amongst 10 global network brands in media, digital and creative communications.

Michael McLaren, global chief executive of Merkle B2B, pronounced that Merkle B2B would aid marketers by providing “world-class creative, data, media, and insights”.

Earlier this year Dentsu had completed the acquisition of Merkle, after obtaining the majority stake in the year 2016.

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency, founded in the year 1971 and headquartered in Columbia MD. The company operates with the vision: "Truth in data. Proof in performance." The company specializes in delivering unique, personalized customer experiences across an array of platforms and devices, providing specific services such as Customer Relationship Marketing (CRM), Enterprise Technology Services, Analytics, Data Sourcing, Experience and Personalization, Performance Media, Customer Strategy, Customer Loyalty, Addressable Advertising, Identity Resolution, Data Management, SEM, SEO, Display Advertising, B2B Marketing, and Enterprise Technology.

The company has been helping Fortune 1000 companies and non-profit organizations maximize the value of their customer portfolios. The company has over 50 locations throughout the Americas, EMEA, and APAC. The agency joined Dentsu Aegis Network in the year 2016.

About Dentsu Aegis Network

Dentsu Aegis Network operates envisioning their mission statement: "Innovating the way brands are built."

The company headquartered in London, England was founded in the year 2013 and specializes in Marketing communications, Advertising, Media planning, Media buying, People-Based Marketing, Creative, Innovation, Data, and Technology. The company operated in over 145 countries across the globe offering more than 50,000 dedicated specialties and is a part of Dentsu Inc. Dentsu Aegis Network is an assemblage of 10 global network brands viz. Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope, and Vizeum and is supported by its specialist or multi-market brands.

On 7th September, one of the pioneers performance marketing agencies in the U.S.A, Merkle, announced the coalescence of 5 of its B2B companies to form a new B2B group, as part of a new collective.

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