Busy buyer Merkle lands San Francisco’s DWA

Dentsu Aegis Network’s Merkle performance marketing agency is busily expanding in Europe and now it’s getting bigger in the US too, buying global business-to-business digital media and marketing agency DWA.

San Francisco-based DWA has eight offices around the world and clients include Sprint, NetApp, Cisco, DXC, Salesforce, Oracle and Informatica.

DWA founder David Wood says: “I’m thrilled to see Merkle recognize DWA’s strengths and dedication to B-to-B technology, and excited to see what our next chapter will bring as we join forces with the global leader in one-to-one marketing. DWA has a proud history of activating data-driven, digital campaigns for some of the highest regarded B-to-B technology brands in the world. We believe that we are at the forefront of a new advertising generation that focuses on delivering more valuable connections through people-based marketing, and we’ve found a valuable partner who shares our vision and augments our capabilities in Merkle.”

Merkle president and CEO David Williams says: “There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at breakneck pace to adopt the best advertising solutions and platforms. DWA’s client list reflects a clear early-mover advantage. The shift toward people-based marketing, led by Merkle, is as relevant in B-to-B as it is elsewhere. This acquisition will strengthen our ability to deliver those capabilities for B-to-B clients, at scale.”

“People-based marketing” seems to be the new name for direct marketing, with lots of tech thrown in. Dentsu Aegis clearly sees Merkle, which it bought for about $800m, as its rival to the likes of WPP’s Wunderman.

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