Faaez Samadi
Mar 19, 2018

DAN brings Merkle to Australia

Move sees local Columbus outfit rebrand as Merkle.

(L-R): Zhengda Shen, Rebecca Tos, Simon Ryan
(L-R): Zhengda Shen, Rebecca Tos, Simon Ryan

Dentsu Aegis Network today announced the launch of its performance marketing agency Merkle in Australia. 

The agency will merge with existing data marketing specialist Columbus, which will be rebranded Columbus, a Merkle Company in Australia. The CEO, Rebecca Tos, and agency team at Columbus remain the same, with Merkle’s capabilities added to its stable. The rebrand does not affect Columbus offices outside Australia. 

Columbus Australia consists of nearly 100 performance and data marketing specialists. The Merkle network also includes specialist B2B digital media unit DWA, which has a team of 20 people in Sydney.    

“While Columbus is already one of the leading performance media businesses in Australia, Merkle will allow us to better help clients improve customer engagement, enhance competitive positions and maximise return on marketing,” said Simon Ryan, Dentsu Aegis Network CEO ANZ. 

Zhengda Shen, Merkle APAC president, said the two agencies complement each other through Columbus’ strong client base and local reputation, together with Merkle’s heritage in data, analytics and technology. 

Source:
Campaign Asia

Related Articles

Just Published

8 hours ago

Tech on Me: Political tension meets platform drama

As big tech's entanglement with politics draws fresh scrutiny post-US election, Western platforms face a deepening trust crisis—from X's advertiser exodus to Meta's legal battles—while Asian tech firms vie to emerge as credible alternatives.

9 hours ago

Creative Minds: Heidi Kasselman on how pretending ...

From winging an internship in Johannesburg to leading creative at Clemenger Melbourne, Heidi Kasselman's unconventional path proves sometimes chaos is the best career plan.

10 hours ago

Spikes Asia 2025: In conversation with Torsak ...

Spikes Asia catches up with Chuenprapar to explore the power of humour in marketing communications and his advice for Thai agencies aiming to make a mark at this year’s awards.

11 hours ago

Yuu dominates Kantar's BrandZ Hong Kong ranking

DFI Retail's Yuu has conquered Hong Kong's brand landscape, outpacing even Cathay Pacific. Challengers are rising in both airlines and banking.