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Merkle launches ad tech consultancy practice with increased investment into in-housing

January 9, 2019
London, UK

LONDON, 9th January, 2019: Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, has made a major investment into the expansion of its in-housing solution as it launches a new ad tech consultancy practice in EMEA.


The new ad tech consultancy gives clients the ability to access Merkle’s full range of services and talent across its addressable media, customer strategy, technology, CRM and customer experience offering, appropriate to the client’s level of maturity on their people-based marketing journey.


This approach will allow clients to find the right blend between an in-housed and outsourced model. By combining Merkle’s agency expertise with that of a formal consultancy model, clients will be able to take more ownership of their media data and strategy to ensure total transparency.


This investment into in-housing responds to two key trends in the market: the growing demand for personalisation from consumers, and the increasing need to make the media and technology supply chain more transparent. These twin trends have led many brands to begin exploring in-housing as a solution.


Sitting within Merkle Persicopix (MPX), Merkle’s performance media agency, the new technology and in-housing consultancy practice will operate out of Merkle’s EMEA headquarters in London and be available to all clients across the region. It will be led by Toby Benjamin, who takes on the newly created role of Consultancy Commercial Director. Benjamin will be focused on accelerating the consultancy’s global growth and further developing MPX’s in-housing offering.


The consultancy practice means that MPX can embed the expertise and first-hand experience gained from building its own successful data-led model directly into client teams. This will help clients accelerate their progress through a media maturity framework, which includes data, analytics and machine learning.


Toby Benjamin, Consultancy Commercial Director, said: “We are seeing a marked shift from clients towards total transparency, which Merkle has embedded into its DNA from the outset. In bringing our agency expertise directly to clients’ in-house teams, we can drive better marketing outcomes for businesses and consumers alike, in a way which is both sustainable and effective.”


Ben Gott, SVP Digital Analytics, Merkle EMEA, said: “It has been a stellar year of growth for Merkle Periscopix, at a time when clients are increasingly seeking strategic in-housing advice. Merkle has always believed in enabling clients to drive media spend, strategy and measurement in a collaborative way. Our best work happens when clients are empowered by data centricity, ownership and complete transparency. Were taking this to the next level through the new strategic investment into in-housing, which builds on our already strong foundations in this area.”

About Merkle

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.

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