Technology-enabled, data-driven performance marketing agency Merkle has launched in Australia, with Dentsu Aegis Network agency Columbus becoming ‘Columbus, a Merkle Company’.
Columbus’ team of nearly 100 performance, experience and data marketing experts add immediate and significant scale to Merkle in the local market.
Columbus, a Merkle Company will be led by current Columbus CEO Rebecca Tos (pictured above). The agency team remains unchanged, with the global suite of Merkle capabilities being introduced as part of the agency’s offering for clients.
The Merkle network includes DWA, which has a team of 20 people specialising in B2B digital media and marketing in Sydney.
Columbus offices outside Australia (Singapore, Hong Kong, Malaysia, Thailand, Taiwan, and India) are not impacted by this change.
Simon Ryan (pictured above, right), CEO of Dentsu Aegis Network ANZ, said: “Together, Merkle and Columbus will accelerate our growth and differentiation in Australia.
“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.
“We are now better than ever placed to convert customers across channels with a personalised and different user experience.”
Zhengda Shen (pictured above, left), president of Merkle Asia Pacific, said: “Columbus’ market presence and reputation, strong client base, as well as their leadership team, provides Merkle an immediate and significant presence 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.”