The Dentsu Network has acquired digital media agency, DWA in a move to expand the current B2B offering at people-based marketing agency Merkle.
The merge will add further scale and depth to Merkle’s existing capabilities while offering brands within the B2B sector greater sophistication, integrated technology, data and marketing performance. The company is set to be branded as “DWA, a Merkle company”.
“The shift toward people-based marketing, led by Merkle, is as relevant in B2B as it is elsewhere,” commented David Williams, president and CEO of Merkle.
B2B technology
The deal from Dentsu Network follows from previous acquisitions of companies gyro (2016) and BAND (2015) respectively.
DWA specialises in real-time insight and management decision support across a range of integrated platforms including programmatic, search, social and lead generation.
Merkle is hoping to utilise the media agency’s capabilities to boost its B2B technologies to its existing clients.
“DWA has a proud history of activating data-driven, digital campaigns for some of the highest regarded B2B technology brands in the world,” said Williams.
“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.”