DAN acquires Happy Marketer

Dentsu Aegis Network today announced the acquisition of Singaporean digital marketing group Happy Marketer.

The group will be rebranded Happy Marketer, a Merkle Company, and bring its suite of data, analytics, CRM and performance marketing services under the DAN umbrella.

Established in 2009, Happy Marketer has 55 staff, with headquarters in Singapore and a digital marketing delivery centre in Bangalore. The agency is Google’s main provider of Google Analytics training in Southeast Asia, and has significant experience across the industry’s leading marketing technology platforms, including Salesforce, Adobe and HubSpot.

Phil Teeman, DAN CEO Southeast Asia and Singapore, said buying Happy Marketer will give the network greater opportunities to expand its client portfolio and reach across the region.

“With Singapore’s drive to become The Smart City, the delivery and management of data analytics and customer experience marketing, which are Happy Marketer’s key competencies, will take the front seat, helping Dentsu Aegis Network reinforce itself as a key player,” he said.

Rachit Dayal, founder and CEO at Happy Marketer, will join the DAN leadership team reporting to Ted Bray, managing director and chief growth officer of Merkle APAC. He and Prantik Mazumdar, managing director of Happy Marketer who will also report to Bray, said: “As we look on to the next 10 years, we are excited to partner with Merkle and Dentsu Aegis Network to help more businesses drive into the future. We intend to work closely to create a winning playbook to capture market share through our data-driven, technology-led, people-based marketing solutions.”

Happy Marketer's Singapore staff will relocate to DAN's Singapore headquarters in the next few months.