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Dentsu Aegis Network Acquires Media Agency to Boost B2B Offering

Dentsu Aegis Network Acquires Media Agency to Boost B2B Offering


The merge with DWA will expand on its current B2B offering at people-based marketing agency Merkle.

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.”

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Mustafa Mirreh

Mustafa Mirreh

In addition to managing editorial on PerformanceIN, Mustafa reports on the latest day-to-day news updates from the world of digital marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

Read more from Mustafa

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