Dentsu will fold technology consulting arm Merkle into its broader Australia and New Zealand operations, continuing a regional simplification drive that began last week with the merger of media agencies Carat and iProspect.
As part of the restructure, the Merkle brand will be phased out in ANZ, with clients to be serviced under the Dentsu name except where global or regional agreements require otherwise.
The network will also sell Merkle’s Salesforce practice in ANZ to US-based holding company Enduring Ventures. The business will operate as a standalone entity following the transaction, which is expected to close in the third quarter of 2026.
Most of the Salesforce unit’s estimated 130 staff are expected to move to the new entity, alongside leadership figures including Paul Whittaker and Gareth Reason.
The remaining Merkle workforce of 50 employees will be absorbed into Dentsu’s integrated structure. Experience and commerce capabilities will move into Dentsu Creative, while a new data and analytics unit will be established under Danica Bellchambers.
Rob Harvey, CEO of Dentsu ANZ, said the changes were driven by client demand for simpler and more connected agency structures. "Clients are telling us they want a clearer, more direct way to work with us,” said Harvey. “These changes are about responding to that by sharpening our focus on what we do best and making it easier for clients to access the full strength of Dentsu. Today’s changes are the next step in our strategy to build a more connected dentsu across ANZ by integrating experience, commerce, data and technology capabilities into our core business."
Merkle has had a challenging few years in ANZ. In 2024, the shop made 100 staff redundant, and former market practice lead Kim Douglas exited the role after only five months. In 2025, Merkle sought to clarify its market proposition under Whittaker and former Dentsu leader Kirsty Muddle.
Dentsu Australia reported revenue of $196 million in its FY2025 results, with $115 million from media services, $45 million from consulting (where Merkle primarily sits) and $35 million from production. The business posted a $76.9 million loss, driven by impairment charges including a $25.8 million write-down.
Enduring Ventures owns a portfolio of 25 businesses spanning software, hospitality and home services. The acquisition is expected to form a key part of the company’s broader technology strategy.