Dentsu Aegis Network Acquires Performance Marketing Firm Oxyma Group

The Dentsu Aegis Network has announced the acquisition of leading Dutch performance marketing agency Oxyma Group, in a move which will see the company rebranded as Merkel and all agencies under it become part of the Merkle offering.

Oxyma Group’s footprint in the Netherlands, coupled with the company’s people-based marketing skills, will complement Merkle’s business in EMEA. Oxyma comprises a group of five specialist agencies for CRM, paid, owned, and earned media. Its capabilities reflect Merkle’s core services, delivering personalisation at scale through CRM, loyalty, digital, and media capabilities to clients in the media, telecommunications, retail, travel & leisure, utility, CPG, financial services and automotive industries.

The company already boasts an impressive roster of international clients, which includes industry leaders such as Air France KLM, Audi, Liberty Global, Unilever, and Vodafone.

Launched in 2000, Oxyma is headquartered in Rotterdam with additional Dutch offices in Amsterdam and Breda, as well as a location in Dubai. All 300+ employees will join Merkle, adding scale to the EMEA business, which will exceed 1,000 employees.

“We welcome the Oxyma team into the fold and look forward to working with our new colleagues to leverage the exciting opportunities of the intersection between CRM, data, technology, and performance marketing,” commented Julius Minnaar, CEO of the Dentsu Aegis Network.

Jos van Loo, CEO of Oxyma Group said the acquisition is a “fast forward” for both companies to becoming a leading player in Europe for data-driven, tech-enabled, people-based marketing.

Busy year

This is not the first acquisition from Dentsu Aegis which has seen a busy 12 months for the network. In April the network acquired India based digital agency SVG Media as well as taking over data analytics agency Sokrati, backing its market expansion of the Merkle agency in the Asia Pacific.

The latest move to Oxyma Group The acquisition marks the ninth digital agency under the Dentsu name, which is now 26-strong in total.