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

8 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

9 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

9 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

18 hours ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch