Merkle Pools B2B Expertise for New Unit

Data-driven marketing agency Merkle has brought together five of its companies - including business research provider B2B International - to form a specialist data, media, and insights agency called Merkle B2B.

Dentsu Aegis-owned Merkle uses analytics and other technology to help clients understand consumers and drive people-based marketing strategies. It now offers services to B2B clients through the new agency, which comprises a combination of Merkle's B2B technology integration, data and analytics; B2B media agency Merkle | DWA; insights firm B2B International; and B2B marketing agencies gyro and Digital Pi.

This new group brings together more than a thousand artists, data scientists, media 'gurus', technologists, and innovators, spanning five continents, and managing over $16 billion in global billings. Michael McLaren (pictured), Global CEO of Merkle B2B, comments: 'The modern B2B marketer needs to execute programs that anticipate and respond to dynamic customer needs. The only way to accomplish this is by leveraging the world's best B2B marketing solutions and talent. By offering world-class creative, data, media, and insights, we enable B2B marketers to surpass customer expectations'.

Web site: www.merkleinc.com .