Dentsu Aegis Network (DAN) has announced it has acquired global B2B digital media and marketing agency DWA to expand the offering for its people-based marketing agency, Merkle.
The new business will be branded ‘DWA, a Merkle company’, and is the latest addition to DAN’s B2B capability, following the acquisition of gyro last year and BAND in 2015.
DWA applies expertise in adtech, real-time insight and management decision support to a range of integrated, global media including: programmatic, search, social, and demand generation.
Established in 1996, DWA is headquartered in San Francisco, with eight additional offices around the world. All 150-plus employees will join Merkle’s high-tech and B2B practice.
DWA founder David Wood said: “I’m thrilled to see Merkle recognize DWA’s strengths and dedication to B2B technology, and excited to see what our next chapter will bring as we join forces with the global leader in one-to-one marketing.
“DWA has a proud history of activating data-driven, digital campaigns for some of the highest regarded B2B technology brands in the world.
“We believe that we are at the forefront of a new advertising generation that focuses on delivering more valuable connections through people-based marketing, and we’ve found a valuable partner who shares our vision and augments our capabilities in Merkle.”
David Williams, president and CEO of Merkle, said: “There’s a growing group of enterprise-level, B2B and technology businesses, all moving at breakneck pace to adopt the best advertising solutions and platforms. DWA’s client list reflects a clear early-mover advantage.
“The shift toward people-based marketing, led by Merkle, is as relevant in B2B, as it is elsewhere. This acquisition will strengthen our ability to deliver those capabilities for B2B clients, at scale.”
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