Dentsu agrees terms for Happy Marketer takeover

Dentsu agrees terms for Happy Marketer takeover

Japan’s Dentsu Aegis Network has agreed on terms with Singapore-based digital marketing agency Happy Marketer to acquire a full 100% stake in the business.

The takeover will bring one of southeast Asia’s leading data-driven marketing specialists within Dentsu’s orbit, providing it with a new suite of services which harness data analysis to drive customer experience and media campaigns for clients.

Happy Marketer employs 55 people specialising in strategic consulting, training and implementation services, forging partnerships with digital platforms such as Google, Adobe and Salesforce in addition to management consultancy specialists such as the Boston Consulting Group.

Post-acquisition Happy Marketer will be integrated with Merkle, leading it to be rebranded as Happy Marketer – a Merkle Company’, creating a new data analytics technology powerhouse for the city-state. In this way, Dentsu will be able to compete directly with other digital marketing providers in the region.

Zhengda Shen, president, Merkle Asia Pacific commented. “The acquisition will significantly accelerate Merkle’s ability to bring our full suite of services to Singapore and to the Southeast Asian market. It will also provide a strategic leadership and geographic link with our existing Asia Pacific footprint in China, India, and Australia. Happy Marketer has positive brand recognition and a strong reputation. More importantly, its data-driven and customer experience enablement approach, strong core service offerings, and dynamic culture align closely with Merkle,”

The acquisition comes in the wake of a reorganisation of Dentsu’s Singapore operations which will result in 2% of all staff losing their jobs.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.