Staff Reporters
Mar 25, 2022

Dentsu Singapore completes integration of Happy Marketer

Following Dentsu’s acquisition in 2019, Happy Marketer has now been rebranded to Merkle Singapore.

L-R: Sanchit Mendiratta, Prantik Mazumdar, Emily Han, Rachit Dayal, Awadesh Madhogaria
L-R: Sanchit Mendiratta, Prantik Mazumdar, Emily Han, Rachit Dayal, Awadesh Madhogaria

Dentsu Singapore has completed its integration of digital marketing agency Happy Marketer, which will now be rebranded to Merkle Singapore. Dentsu acquired Happy Marketer in 2019 as part of the network’s realignment of customer experience management (CXM) capabilities under Merkle.

Sanchit Mendiratta will lead Merkle as managing director and will retain his role as data lead for Dentsu Singapore. Awadesh Madhogaria will serve as chief technology officer, and Emily Han will be chief client officer.

At present, Merkle Singapore has over 80 staff and specialises in data-driven marketing solutions with clients including ING Bank, Standard Chartered, NTUC Income, Grab, and SPH. The next goal for Merkle is to expand into financial services, fintech, telecommunications, travel, and ecommerce. It has partnerships with various tech platforms including Google, Salesforce, Adobe, Tealium, and Insider.

Dentsu Singapore CEO Prakash Kamdar said in a statement, “Merkle Singapore has transformed our data-driven CXM offerings since its acquisition in 2019 and will undoubtedly continue to reimagine and reshape the future of digital marketing for our clients in Singapore and the region. The team has been a natural fit to Dentsu’s culture and integrated approach."

Source:
Campaign Asia

Related Articles

Just Published

10 hours ago

Polestar takes (subtle) aim at Tesla as EV wars heat up

The new OOH campaign from Forsman & Bodenfors is promoting big rebates for Tesla owners.

17 hours ago

WPP reports 2.7% revenue decline in Q1 2025

China continues to slip, recorded the steepest revenue dip among the agencies top five markets.

18 hours ago

Reaping Jumbo profits: How brands see a niche in ...

How did an animated film about an orphan’s journey to find courage become Southeast Asia’s highest-grossing animation? Smart product placement and brand collaborations played a key role.

18 hours ago

How ASICS India is turning footprints into funnel ...

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.