Dentsu Aegis Network today announces that it has acquired the global B-to-B digital media and marketing agency, DWA. The deal is the latest addition to the group’s B-to-B capability, following the acquisition of gyro last year and BAND in 2015.
The move will expand the B-to-B offering at people-based marketing agency, Merkle, adding scale and breadth to existing capabilities and offering brands in the technology and B-to-B sectors greater sophistication, integrated technology, data, creativity, and outstanding performance marketing. The new business will be branded “DWA, a Merkle company”.
DWA applies expertise in ad-tech, real-time insight, and management decision support to a range of integrated, global media including: Programmatic, Search, Social, and Demand Generation. Its approach has delivered success for a diverse group of enterprise clients, including Sprint, NetApp, Cisco, DXC, Salesforce, Oracle, and Informatica.
“I’m thrilled to see Merkle recognize DWA’s strengths and dedication to B-to-B technology, and excited to see what our next chapter will bring as we join forces with the global leader in one-to-one marketing,” said David Wood, Founder of DWA. “DWA has a proud history of activating data-driven, digital campaigns for some of the highest regarded B-to-B technology brands in the world. We believe that we are at the forefront of a new advertising generation that focuses on delivering more valuable connections through people-based marketing, and we’ve found a valuable partner who shares our vision and augments our capabilities in Merkle.”
Established in 1996, DWA is headquartered in San Francisco, with eight additional offices around the world. All 150+ employees will join Merkle’s High Tech and B-to-B practice.
“There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at breakneck pace to adopt the best advertising solutions and platforms. DWA’s client list reflects a clear early-mover advantage,” said David Williams, President and CEO, Merkle. “The shift toward people-based marketing, led by Merkle, is as relevant in B-to-B as it is elsewhere. This acquisition will strengthen our ability to deliver those capabilities for B-to-B clients, at scale.”
Merkle is a leading data-driven customer experience management (CXM) company that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organisations have partnered with Merkle to maximise the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalised marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 13,000+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.