US performance marketing agency Merkle has announced the acquisition of dbg, a UK-based independent marketing solutions agency, to help cater for the needs of its European and multinational client base.

The acquired company specialises in the “use and assimilation” of first, second and third-party data in order to back informed customer interactions, and importantly, boasts a range of European and international clients.

Dbg’s 140-strong team bring Merkle’s UK headcount to 300 following the recent purchase of London-based performance and programmatic marketing agency Periscopix.

Global ambition

Both deals have been made in a bid to bolster Merkle’s European growth strategy, with the group’s former president of CRM solutions, Tim Berry, taking the position of president of Merkle Europe.

Berry says he’s confident that the merger provides the talent and skillset to complement Merkle’s expertise in CRM.

“With its foundation of data and analytics-based solutions, coupled with expertise in many of the same industries served by Merkle, dbg will help us continue to increase our global footprint and further build out our European hub in the UK,” adds Berry.

With revenues of over $500 million, Merkle largely goes under the radar in the UK performance marketing industry. However, with a reported $1 billion set aside for mergers and acquisitions within the next five years, it’s evident that Merkle looks to challenge this position.

The Maryland-headquartered agency currently boasts over 3,000 employees, posted in offices across the US, London, Shanghai and Nanjing.