Acquisition and Launch for Merkle

Dentsu Aegis Network has acquired Seattle-based experience design and digital marketing Filter, and will add it to fast-growing data-driven marketing agency Merkle; which has also announced the launch of a new ad tech practice focused on in-housing.

Filter was founded in 1991 and has offices on the west coast of the USA, in Seattle and Portland. The company advises on improving customer experience, running multi-channel campaigns and developing 'virtual realities', and Dentsu Aegis says its 'deep expertise and executional horsepower' will add 'significant capability and scale' to Merkle's offering.

The business will retain its identity as 'Filter, a Merkle Company', and its CEO, Joe Melanson, while current Chair Kristin Knight will serve as a strategic advisor and CFO Terry Harnisch will remain on the management team. Melanson will report to Craig Dempster, President of Merkle Americas, who comments: 'Merkle wholeheartedly jumped into the user experience design business with the acquisition of axis41, and it was always our intention to expand these capabilities'. The buy is Merkle's fifth acquisition in twelve months, and its eleventh since joining Dentsu Aegis Network in 2016.

Melanson (pictured) says joining Merkle brings 'instant scale' to Filter and its clients, and growth opportunities for employees. He adds: 'We have a pioneering approach to embedding our deep expertise, integrating teams and on-site agencies to collaborate closely with leading brands on their most vital marketing and customer experience initiatives. We believe this aligns perfectly with Merkle's leadership in digital transformation'.


In related news, Merkle has announced the launch of a new ad tech consultancy practice in EMEA, giving access to its services in addressable media, customer strategy, technology, CRM and customer experience and allowing clients 'to find the right blend between an in-housed and outsourced model'. The group says this comes in response to market changes which have led many brands 'to begin exploring in-housing as a solution'.

The new agency will sit within Merkle's performance media agency Merkle Persicopix (MPX), and will be based in London and led by Toby Benjamin in the new role of Consultancy Commercial Director. He comments: 'In bringing our agency expertise directly to clients' in-house teams, we can drive better marketing outcomes for businesses and consumers alike, in a way which is both sustainable and effective'. Ben Gott, SVP Digital Analytics, Merkle EMEA, adds: 'Merkle has always believed in enabling clients to drive media spend, strategy and measurement in a collaborative way. Our best work happens when clients are empowered by data centricity, ownership and complete transparency. We're taking this to the next level through the new strategic investment into in-housing, which builds on our already strong foundations in this area'.

With 6,800 employees, Merkle is headquartered in Columbia, Maryland, with 19 additional offices in the US and 33 offices in Europe and APAC. Web site: www.merkleinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.