Dentsu divides Isobar between Merkle and BWM

Paige Murphy
By Paige Murphy | 21 June 2021
Angela Tangas

dentsu Australia is continuing consolidation in the market this time removing Isobar as its own entity and making Merkle its lead CXM agency.

The move will bring together data transformation, digital transformation, and CX consulting under its Merkle brand.

“While Merkle is already launched in the Australian market, our Isobar CX practice (Enterprise Solutions) has moved to form part of our Merkle team; establishing a world-class CXM practice in Australia that is focussed on partnering with companies and brands to deliver total experience outcomes," dentsu ANZ chief executive Angela Tangas says.

“We have world-class talent in our local business, and we need to have our people and capabilities in the right place to deliver meaningful progress and outcomes for our clients to ensure there is no disconnect between what their brands promise and what a customer, community, or employee experiences.

“Through data, design and technology alliances across Adobe, Salesforce, Sitecore, Google and AWS, we will empower brands to deliver not only truly differentiated customer experiences, but also differentiated user and employee experiences as one total experience solution for Australia."

Over the last 18 months dentsu Australia has made a number of moves to simplify and optimise its offering and services to "better meet" the needs of its clients and continue growth.

In addition to the move of Isobar’s CX team into Merkle, the creative team from Isobar will move to join BWM, under the new combined brand of BWM Isobar.

“Under the combined BWM Isobar brand, we’re bringing the best together: BWM’s long heritage and success in brand strategy and creative communications, with a focus on best-in-class global digital product; and Isobar’s world-leading innovation and service design," Tangas says.

“We will also be strongly leveraging our global dentsu mcgarrybowen (dentsuMB) brand in the Australian market moving forward. dentsuMB is internationally recognised as a leader in its field, and global dentsu accounts will be served by our local creative team under dentsuMB,” Tangas says.

dentsuMB launched last year globally to bring together dentsu's creative agencies with Mcgarrybowen.

The changes announced today mark the next step in dentsu Australia’s journey of simplification and focus, with its capability base now consisting of CXM: Merkle; creative: BWM Isobar, dentsu mcgarrybowen; media: Carat, iProspect, dentsu x; sport: MKTG; and gaming: SMG.

“These very positive changes represent an exciting new phase for our business and further growth of our talent for the maximum advantage of clients and their customers,” Tangas says.

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