Merkle Launches Promotion and Loyalty Division

Dentsu Aegis-owned performance marketing agency Merkle has launched a Promotion and Loyalty Solutions division, to be led by Peter DeNunzio as Global Head of Loyalty.

The move involves the integration of digital marketing solutions company HelloWorld and Merkle Loyalty Solutions Group, with both legacy brand names to be dispensed with, and the group now known as Merkle Promotion and Loyalty Solutions. Merkle has expanded its engagement capabilities with a range of solutions which includes digital promotions, gamification, engagement hubs and loyalty programs, to deepen brand-consumer relationships, generate data and reward consumer behavior.

DeNunzio (pictured) takes up his new position after serving as CEO at HelloWorld. He will now focus on enhancing Merkle's loyalty and promotions capabilities and client base on a global scale, with a continued emphasis on acquisitions and business growth across Merkle and parent company, Dentsu Aegis Network. Additionally, Chris Wayman, formerly EVP of Client Services at HelloWorld, will lead the Americas service line as Executive Vice President, General Manager, Promotion and Loyalty Solutions, reporting directly to Craig Dempster, President, Merkle Americas.

Commenting on the news, DeNunzio said: 'We are committed to creating a global powerhouse in loyalty services through this business integration. Thanks to the robust offerings in our newly formed Promotion and Loyalty Solutions group, we are able to scale consumer engagement solutions and offer our clients best-in-class services to drive business performance and brand loyalty'.

Web site: www.merkleinc.com .