Dentsu's Merkle acquires Filter to build out experience design business

Filter joins Merkle

Dentsu Aegis Network's performance marketing agency Merkle has acquired Seattle-based Filter, an experience design and digital marketing company.

Filter chief executive officer Joe Melanson will lead the agency, now called 'Filter, a Merkle Company.'

Filter chairwoman Kristin Knight will serve as strategic advisor, and Filter chief financial officer, Terry Harnich, will remain as part of the management team. Melanson will report to Merkle Americas president Craig Dempster.

“Merkle wholeheartedly jumped into the user experience design business with the acquisition of Axis 41, and it was always our intention to expand these capabilities," said Dempster. "We are impressed by Filter’s client roster and excited about this alternative to an agency-based solution.

"The scaling of our in-house agency solutions broadens our ability to address client demand for alternative engagement models."

Merkle stated the Filter acquisition will help it build out its virtual reality and 3D design capabilities.

Dave Brain, Merkle executive vice president, customer experience, said: "I am particularly excited about Filter’s experienced management team and their primary engagement model for clients, which features teams on-site and embedded with in-house client resources to provide marketing solutions.

"This delivery model is gaining traction across many industry verticals and is especially prevalent among the innovation companies, such as Google, Facebook, T-Mobile, Microsoft, and Amazon.”

This is Merkle's fifth acquisition in 12 months, and the 11th since joining Dentsu Aegis Network in 2016.

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