Saatchi & Saatchi has acquired 100% of customer experience agency MercerBell, as both businesses aim to expand their offerings.
Under the deal, MercerBell will continue to operate under its existing brand name, with current CEO Nick Mercer, executive creative director David Bell and managing director Julie Dormand at the helm. MercerBell will, however, relocate to Saatchi & Saatchi's office in George Street, Sydney.
The partnership will allow Saatchi & Saatchi to offer deeper capability in digital, data and direct marketing, while it will give MercerBell the ability to expand its offering outside of Australia.
CEO of Saatchi & Saatchi Michael Rebelo says having a creative agency and a CX agency under the one roof “feels like an interesting model for clients”.
“Clients rightly are looking for deeper capability and scale from their agency partners to provide a specialist range of marketing solutions," he says.
"This partnership enhances the scope in the strategic advice and ideas we can offer our clients across the entire customer journey."
MercerBell was founded by Mercer and Bell in 1999 and has grown to a 65-strong staff.
Mercer says the partnership will give MercerBell the opportunity to also expand within the Publicis Communications group of companies.
“We have a history of working with Saatchi & Saatchi on Toyota Australia and know the businesses are a strong cultural fit," Mercer says.
"Through our partnership we will also be able to give our respective teams further opportunity to widen their knowledge and experience, building the strength of our combined offer.”
This follows the recent opening of a Melbourne arm of Saatchi & Saatchi, with Mark Cochrane as managing director. The agency also recently appointed Kate Smither as its chief strategy officer, following the departure of Jason Lonsdale.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org