Emily Tan
Dec 20, 2017

DAN's Merkle acquires global B2B media and marketing agency DWA

Dentsu Aegis Network's performance marketing agency Merkle has acquired global B2B digital media and marketing agency DWA on undisclosed terms.

Michael Komasinski, Merkle (left) and Bob Ray, DWA
Michael Komasinski, Merkle (left) and Bob Ray, DWA

"Merkle has significant B2B businesses with several high-tech clients, and they were asking us to service them globally," Michael Komasinski, Merkle’s EMEA president told Campaign

DWA's expertise is in real-time insight and programmatic, search, social and demand generation. Its clients include Sprint, NetApp, Cisco, DXC, Salesforce, Oracle and Informatica. 

"DWA's focus on this industry vertical has enabled them to think about the types of campaigns that will reach influencers and work with the decision paths in these big organisations. They have honed their capabilities around lead generation and data capabilities and are an industry leader," Komasinski added.

"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," David Williams, president and chief executive of Merkle, said. 

"Merkle has significant B2B businesses with several high-tech clients, and they were asking us to service them globally," Michael Komasinski, Merkle’s EMEA president told Campaign

DWA's expertise is in real-time insight and programmatic, search, social and demand generation. Its clients include Sprint, NetApp, Cisco, DXC, Salesforce, Oracle and Informatica. 

"DWA's focus on this industry vertical has enabled them to think about the types of campaigns that will reach influencers and work with the decision paths in these big organisations. They have honed their capabilities around lead generation and data capabilities and are an industry leader," Komasinski added.

"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," David Williams, president and chief executive of Merkle, said. 

DWA has three offices in the US, including its San Francisco headquarters, and a presence in London, Singapore, Sydney and Munich. 

DWA's 150-plus staff, including chief executive Bob Ray, will continue in post after the acquisition and the agency will be rebranded "DWA, a Merkle company". 

It's currently unclear what role David Wood, who founded DWA in 1996, will have in future. 

"I’m thrilled to see Merkle recognise DWA’s strengths and dedication to B-to-B technology, and ... we’ve found a valuable partner who shares our vision and augments our capabilities," Wood said.

Merkle's acquisition of DWA is part of its global and, in particular, European expansion plan, Komasinski said.

In 2015, Merkle acquired performance media agency Periscopix, launching its presence in Europe. This was followed by the acquisition of DBG, Comet Global Consulting, Aquila Insight and most recently Divisadero, headquartered in Madrid, Spain.

"In terms of footprint, DWA only adds a small office in Germany to our network, but the deal greatly strengthens our B2B vertical capabilities," Komasinski said. 

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

1 day ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

1 day ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

1 day ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.