Rob Harvey. Credit: dentsu
Dentsu is integrating its Merkle customer experience unit into its core ANZ business and selling off Merkle's Salesforce implementation arm to US holding company Enduring Ventures.
The restructure folds Merkle's experience, commerce, data and technology capabilities into dentsu, ending Merkle's operation as a separate local brand.
The Merkle name will remain only for global and regional clients with ANZ operations.
The Enduring Ventures deal is expected to close in the third quarter of 2026.
Dentsu said it would partner with the buyer to maintain client continuity, with the Salesforce business to remain under its existing management, including Paul Whittaker and Gareth Reason.
Rob Harvey, dentsu Australia and New Zealand chief executive, said the move followed last week's announcement consolidating the company's media brands.
"Clients are telling us they want a clearer, more direct way to work with us," Harvey said.
"These changes are about responding to that by sharpening our focus on what we do best and making it easier for clients to access the full strength of dentsu.
"Last week we announced our move to bring our media brands together under one united media proposition.
“Today's changes are the next step in our strategy to build a more connected dentsu across ANZ by integrating experience, commerce, data and technology capabilities into our core business and continuing to invest in what our clients value most.”
Dentsu said Salesforce remains a key global partner and the divestment applies to ANZ only.
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