Dentsu Singapore’s digital marketing agency, Happy Marketer, becomes Merkle Singapore – Campaign Brief Asia

Dentsu International (dentsu) Singapore has completed the integration of its award-winning digital marketing agency, Happy Marketer, which will now be rebranded as Merkle Singapore.

The integration is part of Densu’s ongoing realignment of its customer experience management (CXM) capabilities under Merkle.

Acquired by dentsu in 2019 after 10 years of rapid growth in providing data, technology and people-driven marketing solutions, Merkle Singapore is today a team of over 80 people serving clients across all industries and markets, with key clients such as ING Bank, Standard Chartered, NTUC Income, Grab and SPH. The next post-brand phase will see Merkle Singapore expand into the strategic sectors of financial services, fintech, telecommunications, travel as well as e-commerce.

He will continue to complement the creative and media capabilities of dentsu Singapore by bringing more integrated solutions to market.

Merkle Singapore holds strong alliances with partners such as Google, Salesforce, Adobe, Tealium and Insider and will continue to complement the creative and media capabilities of dentsu Singapore by bringing more integrated solutions to market.

Dentsu Singapore CEO Prakash Kamdar commented, “The integration of Happy Marketer and its rebranding to Merkle Singapore couldn’t come at a better time as marketers seek more relevant, compelling and integrated experiences to attracting the attention and love of consumers in the face of an increasingly connected world. Merkle Singapore has transformed our data-driven CXM offerings since its acquisition in 2019 and will undoubtedly continue to reinvent and reshape the future of digital marketing for our clients in Singapore and the region. The team naturally adapted to Densu’s culture and integrated approach.

Sanchit Mendiratta, Managing Director of Merkle Singapore, added: “Our acquisition journey with Densu has been incredible, growing more and more over the past three years. This was made possible by the unrestricted access we had to the rich and diverse Densu and Merkle heritage of expert knowledge, innovation and creativity. Our customers continue to appreciate the full range of offerings we are able to provide through the synergies of our global dentsu network, while our associates have been able to grow through more cross-collaboration and learning opportunities. We are optimistic about the future of Merkle Singapore and look forward to strengthening our footprint in the APAC region in the years to come. »

Prantik Mazumdar, Managing Director, CXM Group, dentsu Singapore, shared the broader role that Merkle Singapore will play as part of dentsu Singapore’s CXM strategy: “The integration of our acquired brands under Merkle in Singapore is part of the of route planned to build a more coherent CXM proposition on the market. We are now ready to extend our support to markets beyond Singapore’s shores, particularly throughout South East Asia, where we see immense potential for growth.

Pictured from left to right: Sanchit Mendiratta, Managing Director, Merkle Singapore, and Head of Data, dentsu Singapore, Prantik Mazumdar, Managing Director, CXM Group, dentsu Singapore, Emily Han, Chief Account Officer, Merkle Singapore, Rachit Dayal, Director APAC Marketing, Merkle and Dentu International CXM, Awadesh Madhogaria, Chief Technology Officer, Merkle Singapore.