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Launch of Merkle Canada

April 16 2021

Marcoms network dentsu has launched a Canadian business for its customer experience management (CXM) company Merkle, to be led by Walter Flaat.

Walter FlaatMerkle Canada will launch with a team of 80, and will provide the firm's range of services - from CX transformation, technology consulting and program strategy to data science and analytics - in a form 'tailored to the Canadian market and its local, social and cultural diversity'. The business is headquartered in Columbia, Maryland and 7,000 of its global workforce of 11,000 staff are based in the US.

Merkle says the launch has been 'timed to coincide' with major forces of change in Canadian markets including the acceleration of digital transformation due to the pandemic and reactions to it, including stringent restrictions in Canada; a continued focus on diversity and equity; and the shift to a new cookieless world, faced by all markets. Canada's pending privacy regulations, likely in terms of strictness to 'land somewhere in the middle of the US and Europe's GDPR', will allow the country 'an opportunity to operate in a regulatory 'middle ground'', according to the firm.

Jeff Greenspoon, CEO, Canada and President, Americas Solutions for dentsu International, comments: 'Launching Merkle Canada and scaling our capabilities in this mission-critical space, enables even stronger solutions for our clients to drive growth in a consumer-led economy. This expansion brings scale, award-winning credentials, and world-class expertise in CX strategy, digital and data transformation, and technology consulting in a way that few else can in the market'.

Flaat (pictured), who began working for Dentsu / Aegis as part of iProspect between 2008 and 2013 and became dentsu's Chief Data Officer for Canada in 2018, says the firm knows that 'martech will completely reset in the next two years, in a way that will shape a generation', making it imperative that it brings 'the best possible CXM capabilities to Canada, together with our most important partners'.

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.

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