Dentsu strengthens its customer experience capabilities in Australia

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27 January 2021: As part of dentsu’s move to simplify its business and strengthen its customer experience management (CXM) offering, the network has today announced a number of key changes to its Australian business.

With deep expertise and strategic partnerships across Salesforce, Adobe, Sitecore and Google, dentsu is bringing together its specialist data-driven customer experience and B2B agencies to form two stronger, holistic digital agencies in market.

Amicus Digital, Davanti Australia, DWA and gyro will form Merkle Australia, which will become the network’s go-to-market brand for Salesforce CXM solutions and B2B marketing capabilities. Through Amicus Digital’s legacy, Merkle Australia is a leading Salesforce partner and recognised as Salesforce APAC Implementation Partner of the year for 2020.

Accordant, dentsu’s data-driven customer experience consultancy and Adobe Global Alliance Solution Partner, will integrate its capabilities and talent into Isobar to form an end-to-end specialist Adobe practice, underpinned by creative, marketing and technology solutions.

While each agency will provide solutions from a dedicated technology partner, together Merkle and Isobar are able to solve complex programs of work that help clients transform their end-to-end customer experience.

Under the simplified model, clients can gain easy access to solutions spanning enterprise technology, CRM, digital platforms, loyalty and commerce solutions, data and analytics, business transformation strategy, and B2B marketing.

Angela Tangas, dentsu ANZ Chief Executive Officer, commented: “Customer behaviours and expectations changed in 2020, and we can only expect to see more brands shifting their focus on creating and realising intuitive customer experiences.

“Merkle and Isobar’s growth is being driven by organisations needing help to transform their end-to-end customer experience. This is where competitive advantage can be maximised and we’re already seeing increasing demand for our expertise in strategy, digital and data transformation, and CX technology.

“Our partnerships play an important role in driving meaningful progress for our clients. We look forward to building on the momentum made in 2020 and working closely with Salesforce and Adobe to help clients be more adaptive and thrive in 2021,” said Tangas.

Merkle Australia is led by Blair Cooke, Managing Director, and Jessie Mitchell, Commercial Director; and Merkle’s B2B capability is led by Samantha Cunliffe, Managing Director, and its B2B creative capability led by Christine Mills, Business Director. The team is being strengthened with key strategic hires to bolster its Australian operations, notably Richard Phillips who has recently been appointed General Manager in Melbourne. Phillips joins Merkle from Wunderman where he has spent the last nine years in various senior roles, including Chief Operating Officer.

Accordant co-founders Steve Knowles and Scott King have each taken on new roles within dentsu. Knowles will move into a newly created role of Chief Growth Officer, focussing on deepening dentsu’s relationship with Adobe in the APAC market and connecting the network’s customer experience capabilities with clients across all dentsu brands. King will move into the newly created role of Vice President, Enterprise Solutions for Isobar in ANZ, leading an all-inclusive practice of end-to-end Adobe capabilities.


For more information:

Lucy Povlsen
Head of Communications | +61 411 251 933

About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,600+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the US, EMEA, and APAC. In 2016, the company joined dentsu.

About Isobar

Isobar are a global digital agency transforming businesses and brands through the creative use of digital. Our 5,500 digital experts in 85 locations across 45 markets in Americas, EMEA and APAC deliver experience-led transformation, powered by creativity through our end to end service offering.

About dentsu Australia

As part of dentsu International, dentsu Australia is made up of leadership brands including Carat, dentsu X, iProspect, Isobar, Merkle, MKTG, BWM dentsu Group, Davanti, Accordant, Scorch and SMG Studios. Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CRM, and creative, dentsu International operates in over 145 markets worldwide with more than 66,000 dedicated specialists.