Dentsu Aegis Network (DAN) will deliver the capabilities and tech of data-driven marketing agency Merkle through Columbus in Australia.
As a result, Columbus will be rebranded as Columbus, a Merkle Company, effectively launching Merkle in this market through an established brand with more than 100 performance experience and data marketing experts.
The business will be led by Columbus boss Rebecca Tos and will bring in new talent and introduce more Merkle products over time.
“While Columbus is already one of the leading performance media businesses in Australia, Merkle will allow us to better help clients improve customer engagement, enhance competitive positions and maximise return on marketing,” Dentsu Aegis Network ANZ chief executive Simon Ryan says.
“We are now better than ever placed to convert customers across channels with a personalised and different user experience.”
Merkle Asia-Pacific president Zhengda Shen says Columbus' market presence will provide the Merkle brand with a significant presence and client base in Australia.
“Their data-driven marketing approach is the perfect match to Merkle’s heritage in data, analytics and technology. With Columbus, we are excited about the opportunity to introduce true people-based marketing in the Australian market,” Zhengda adds.
Tos will report into both Ryan and Zhengda. The Merkle network includes DWA, which has a team of 20 people specialising in B2B digital media and marketing in Sydney.
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