Dentsu Aegis Network officially launches Merkle in Australia

Merkle, Dentsu Aegis Network’s data-driven performance marketing agency, has officially launched in the local market, with Columbus being rebranded as Columbus, a Merkle Company.

Zhengda Shen, Rebecca Tos and Simon Ryan

The official launch comes three months after Dentsu Aegis Network acquired independent B2B digital media and marketing agency DWA, also rebranding it DWA, a Merkle Company

Columbus markets itself as a data-driven marketing agency, and has close to 100 performance, experience and data marketing experts. The team will remain unchanged and will continue to be led by Columbus CEO Rebecca Tos, who will report into both Simon Ryan, CEO of Dentsu Aegis Network ANZ and Zhengda Shen, president of Merkle Asia Pacific, the company said.

Ryan said Merkle and Columbus will accelerate DAN’s growth and differentiation in the Australian market.

“While Columbus is already one of the leading performance media businesses in Australia, Merkle will allow us to better help clients improve customer engagement, enhance competitive positions and maximise return on marketing. We are now better than ever placed to convert customers across channels with a personalised and different user experience.”

Shen added: “Columbus’ market presence and reputation, strong client base, as well as their leadership team provides Merkle an immediate and significant presence in Australia. Their data-driven marketing approach is the perfect match to Merkle’s heritage in data, analytics, and technology. With Columbus, we are excited about the opportunity to introduce true people-based marketing in the Australian market.”

The rebrand to Columbus, a Merkle company, is exclusive to the Australian market, with Columbus offices outside Australia – including Singapore, Hong Kong, Malaysia, Thailand, Taiwan and India – not impacted by the change.


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