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.