Customer Experience Merkle Agency Models

Dentsu brings Merkle to Indonesia to augment its CX offering


By Amit Bapna, Editor-at-large

August 25, 2021 | 3 min read

Indonesia as a market is at a very interesting stage of evolution, earmarked by an exponential surge of the digital economy on the back of the pandemic.


Dentsu has strengthened its digital offering in Indonesia

According to a Dentsu Insights consumer report, online consumption increased by 70% within 60 days after the pandemic hit Indonesia.

With customer experience (CX) gaining traction in APAC markets, advertising agency networks are working hard to strengthen their presence in these areas.

To augment its footprint in Indonesia, Dentsu has launched Merkle in this burgeoning APAC market. Dentsu Aegis Network had announced the accelerated purchase of 100% of Merkle shares in 2020 to realize its ambitions of offering a fully-integrated communication suite to brands globally.

The offering

  • This launch is in line with Dentsu’s model of three service lines with multiple agency brands. With the addition of Merkle, Dentsu Indonesia launches CXM to its business offerings along with creative and media.

  • Merkle plans to launch in Indonesia with 30 experts – a mix of data scientists, engineers, developers and consultants.

  • The idea behind the new offering is to help the Indonesian customer navigate and have a better experience through CX consulting, digital transformation and data transformation.

  • Merkle’s strength lies in its ability to create a competitive advantage through enhanced CX that is hyper-personal and backed by data, technology and creativity.

Experts speak

  • Like many other markets, CX has become a critical component of businesses in Indonesia as well.

  • Maya Watono, chief executive officer of Dentsu International Indonesia, said: “There is no better time to launch Merkle in Indonesia as many local companies have started their CX strategies to boost their standing in the market and future-proof themselves to the demands of consumer experience in the digital world.”

  • Zhengda ‘Z’ Shen, president of Merkle Asia Pacific, shared his excitement around launching in Indonesia. “The Indonesian consumers and business community are making the world envious with their innovative digital solutions.”

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