Dentsu Aegis Network (DAN) is expanding its MENA footprint with the launch of Merkle, a technology-enabled, data-driven performance marketing agency.
Merkle was founded as Merkle Computer Systems in 1971 as part of Merkle Press.
In 1998, it was acquired by entrepreneur David Williams who is the Chairman and CEO of the company today.
In 2016, DAN acquired Merkle, which continued to operate independently.
In 2017, Merkle acquired independent social media agency Your Social, which has offices in the Netherlands and UAE.
Now, in 2018, DAN is bringing Merkle to the region under the leadership of Rudy Banholzer, formerly the managing director of Your Social, which has rebranded to Merkle.
“Banholzer’s remit is to grow the business’ capabilities to help clients adopt people-based marketing, which enables brands to identify real people by leveraging the data behind them to create personalized experiences – ultimately driving customer loyalty,” explains a company statement.
Merkle’s EMEA presence includes 1500 people in 14 offices across five countries.
Banholzer will be supported by Vimal Badiani, who has been recently promoted to the role of commercial director. Badiani was previously at Merkle Periscopix in the UK, the performance media agency acquired by Merkle in 2015, most recently as head of paid search.
Michael Komasinski, president of Merkle EMEA, says in the statement: “This launch represents a significant development in the continuing and rapid expansion of our global footprint and range of capabilities. The appetite for people-based marketing, combined with Rudy’s experience of growing businesses in MENA, creates an exciting opportunity for us.”
Tarek Daouk, CEO Dentsu Aegis Network MENA adds: “I am thrilled that we are launching Merkle in the region and that we can continue to advance the Dentsu Aegis data story here through a suite of new services and analytics products. Merkle compliments our existing offering and in a world of personalized digital marketing we are pleased to be able to offer our clients a new and powerful range of CRM and performance capabilities.”