Data-driven performance marketing agency Merkle has launched a new ad tech consultancy practice in EMEA, giving clients the ability to access Merkle’s full range of services across its offering. The investment into the growth of its in-house solution responds to growing consumer demand for personalisation and more transparency in the media and technology supply chain.  

Clients will be able to access Merkle’s services and talent across its addressable media, customer strategy, technology, CRM and customer experience offering. By finding the right mix of an in-house and outsourced model, clients will be able to take more ownership of their media data and strategy to ensure transparency.

“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,” said Toby Benjamin, consultancy commercial director.

Merkle’s performance media agency, the new technology and in-house consultancy practice will operate in London and be available to all clients across the EMEA region. Toby Benjamin will take the lead as consultancy commercial director and focus his efforts on accelerating the consultancy global growth and developing their in-house offering.

“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,” commented Ben Gott, SVP digital analytics, Merkle EMEA.