News: 5 agencies combine to create Merkle B2B group

Dentsu Aegis Network has brought together five of its B2B specialist agencies together to form Merkle B2B.  

The five B2B agencies include: B2B International, Digital Pi, Merkle | DWA, gyro and Merkle's B2B employees. Michael McLaren will lead the group as Global Chief Executive Officer, reporting to Craig Dempster, Global CEO of Merkle. 

Dentsu Aegis Network and Merkle aim to create a strategic integration to deliver B2B brand creation on a global scale and make it easier for marketers to enable end-to-end business marketing services.

Altogether, Merkle B2B brings together world-class data, technology and creativity like no other B2B partner can at a time when rising expectations on service quality and behavioral changes has put new emphasis on the importance of not just maintaining, but truly providing superior service at every stage of the customer experience.

Teresa Allan, Partner, The Magnus Club said: “Dentsu clearly recognises the B2B opportunity that other groups have not quite managed to grasp. The combined force of data analytics, martech, creative and research is incredibly compelling and should change their B2B marketing capability measurably.”

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