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Dentsu Aegis acquires Dutch performance marketing firm Oxyma Group


By Bennett Bennett | Staff writer

November 22, 2017 | 4 min read

Dentsu Aegis has announced the acquisition of Dutch performance marketing firm Oxyma Group.

Dentsu Aegis acquired Oxyma Group, adding it to the Merkle imprint of performanced-based marketing agencies

Upon approval of acquisition, the five specialist agencies within Oxyma Group will be rebranded as part of Dentsu’s Merkle offerings.

Oxyma Group’s five agencies that specialize in CRM, earned, paid and owned media have a footprint in the Netherlands. Their clientele includes many international clients, including Air France KLM, Audi, Liberty Global, Unilever, and Vodafone.

The acquired agencies will complement Merkle’s offerings and add to their reach in Europe, the Middle East and Africa. Merkle’s people-based capabilities in loyalty, CRM, digital and media provide ‘personalization at scale’ to clients in automotive, media, telecommunications, retail, travel & leisure, utility, CPG, and financial services industries.

Their 300+ employees, stationed between Rotterdam, Amsterdam, Breda and Dubai, will bring Merkle’s staff to over 1,000 will now be members of Merkle’s group.

Julius Minnaar, chief executive officer of Dentsu Aegis Network Netherlands, said of the acquisition: “We welcome the Oxyma team into the fold and look forward to working with our new colleagues to leverage the exciting opportunities of the intersection between CRM, data, technology, and performance marketing.”

“The acquisition of Oxyma will provide global scale and a new footprint for Merkle in the Netherlands and Dubai, which is critically important in executing on our mission of extending Merkle’s people-based marketing capabilities across EMEA,” said David Williams, chairman and chief executive of Merkle. “With a seasoned management team, world-class client base, and complementary vision, Oxyma will be a tremendous addition to Merkle and Dentsu Aegis Network.”

Jos van Loo, chief executive officer of Oxyma Group considered the deal a perfect fit. “They understand the importance of what Oxyma does – helping large enterprises with digital transformations and unlocking customer value. This acquisition is a fast forward for both companies to become a leading player in EMEA for data-driven, tech-enabled, people-based marketing.”

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